What to Expect with a Full-Service Branding Package
So many people think of logos and logo design when they hear the word brand — branding a business is so much more than just a logo. Every brand design company likely executes the same basic aspects, each with their own approach based on learned experience over the years.
Here at Holbrook we’re passionate about brands and small business. We think small business is at the heart of what builds communities where people thrive. And the best small businesses have built their brands to deliver on a vision they have and the customers they serve. In order to help our clients deliver on their vision, we have a set process we guide them through to create a resonant brand.
PROJECT KICK-OFF
When a client first signs up for full-service branding with Holbrook, we start with a kick-off meeting. We know, we know…time is money and small business owners and entrepreneurs are pulled in so many directions. That said, we’re firm believers that you’ve gotta go slow to go fast. So, we start off with a “what to expect” meeting to help our clients understand the journey we’ll undertake together and what will be expected of them in the process. We cover everything from timelines to file storage and how to get the most out of our experience together.
VALUES EXERCISE
We’re big fans of pushing people to think and reflect deeply. We are well known to tell clients that the depth of what they put into our inquiry exercise reveals more solid branding work. Sure, it takes some cognitive and potentially emotional labor to think about what one’s values are or how they want to change the world but we assure clients by not phoning it in the brand will benefit.
build a foundation with brand dna
We scour the client homework documents for the core essence of who they are, what they dream their company can be, who their ideal customers are, and who they see as peers. All of this reflective work is synthesized into a rough Brand DNA for review.
BRAND REVISIONS
While we have a knack for building brands, it’s extremely rare that we get it exactly perfect on the first attempt. After an initial review meeting with the client, we fine tune and re-work the aspects of the Brand DNA, Customer, and Market to get it just so. While we know it can feel painful to not just get on with the visual aspects of the brand, it’s called the Brand DNA for a reason — it’s foundational to everything that comes after it.
BRAND IDENTITY SUITE
The reason we start with Brand DNA and strategy is that we believe it should drive the creative identity work. Insights gained through the strategy help us to visualize how the brand should take shape. Brand identity work at Holbrook starts with disparate pieces that come together in the end. We explore color palette options on their own accord; we sketch and draw primary logo options (keeping them all in black and white as to not let color persuade decisions); we identify typography choices and how they might be used; we explore photographic styles. Initially all of these elements are shared with the client as if they’re individual bodies of work. We get feedback; we refine. It isn’t until the final stages where the client sees it all come together — how the brand color palette gets applied to the logo; the variations of the logo for the different end uses needed; typographic treatments to help visualize how the identified typefaces should be utilized; color studies to help the client understand how the various brand colors should be used and in what ratios.
brand messaging and voice
How a brand sounds is as important as how a brand looks. We work to develop a messaging architecture to provide context to the brand promise. By defining the key messages of the brand, we help clients get clear on what they will be communicating to their audience. Just as with human beings, how you say something is as important as what you say — defining the brand voice and providing guidance on copy tone helps to create more consistency.
BRAND EXECUTION
Once we have the Brand DNA, Strategy, Identity, Messaging, and Voice defined, it’s time to bring it to life. At this stage in the project we develop any identified collateral for the brand (business cards, brochures, letterhead, signage, you-name-it) and facilitate its production. All logos are created in a variety of file types and added to our shared drive. A Brand Strategy and Guideline document is created to encapsulate all the work that has been created in a unified place for easy reference.
BRANDED ENVIRONMENTS
If a client has a physical space for their business and has opted for environmental design as part of their project, we provide design concepts, finish and furnishing selections, and wayfinding design. If employees and customers are coming to a physical location for the business, we strongly encourage clients to add environmental design to their full-service branding package. In many ways, the physical space is where the brand will come alive and how employees and customers will experience the brand.
FULL-SERVICE BRANDING FOR BUSINESS SUCCESS
The goal with Holbrook’s full-service branding packages is to set our small business owners up for success. We are a strategic partner to help clients share their vision with clarity, create an emotional connection with customers, and have a polished and professional presence out in the world to build trust. We aim to make the process of branding clarifying and inspiring. Ready to get started? Book a 15 minute consultation to learn more.
