The Stages of Designing a Brand

Having a clear and streamlined process when designing a brand. Can be the difference of being a productive and successful designer or being an overworked and stressed one. That’s why in this post I’m going to show you my exact process. I go through this when designing a brand for a client. I’m making this post because it’s often an underlooked but important part of any business.

Systems and processes can make or break a business. A well-organized system and process.

• Saves you time
• Prevents stress
• Create trust

But a non-existent and messy system and process.

One can make you feel overwhelmed and look unprofessional. Make you question why you started your business in the first place.

Essentially a well-thought-out and organized process. Can bring the joy of owning your business back by relieving stress. Allowing you to focus more on the things you actually enjoy like being creative. With that said here are all of the stages of the design process that we’re gonna go through throughout this post. I’m gonna go through each one showing you exactly what I do and why I do it.

Stage 1: The Inquiry Stage.

A potential client has inquired via my inquiry form on my website. I take a look through it to get a rough understanding of the project details things like Budget, Services they require and more. I will then make the decision if I want to take the inquiry any further. This decision is normally based upon their Pinterest board and if their desired style fits with mine.

If not I will recommend them to a designer who is better suited to that style. But if it is a good fear I will respond to their inquiry via email confirming their brand package and ask any more necessary questions about their business, these questions normally include.

Finding more about their business and their objectives.

If they want any extras included in their package.
Eg social media templates.
Questions about their Pinterest board.

Stage 2: Brand Proposal

Now I’ve clarified with the potential client exactly what it is they want and the deliverables within their package. I can now get on to creating the brand proposal. For this, I put together a 12-page document using my proposal template. That outlines the businesses objectives in-depth details about my design process. And what deliverables are included within each stage.

I also include a project time frame project cost and the next steps. This document gets sent over to the potential client via email. If they’re happy with everything then we will proceed to the next stage of the process.

A little FYI

Having this proposal document not only saves you time during this part of the process. But it lays everything out in a clear and concise way making you look professional and helps sell your services in the best way.

Stage 3: Onboarding

So after receiving the proposal and agreeing they are happy with it. I will then set up the client’s project portal in notion. This is the central hub for the project. Here is where the client will find their Contract to sign Invoices a Discovery Questionnaire and lots more.

This is also where all presentations will be uploaded for receiving feedback. At this stage, I also take an upfront payment of 50 of the project cost which secures the client’s place.

Using a project management system allows all of the information to be stored in one place. Making it really simple to access all of the information belonging to the project. Plus it prevents endless email threads.

Stage 4: Brand Strategy and Creative Direction

Now the client is set up within their portal it’s time to take a deep dive into the business. Discover what it is they want to achieve. I do this by getting the client to fill out an in-depth discovery questionnaire two weeks before the project start date. I will then schedule in a video call with them to give me a chance to ask any more necessary questions about their business.

The topics of these questions are normally around their Target Audience their Business Goals and the Visual Direction of the brand. After this call within one week are put together around a 14-page presentation about the brand.

This includes:

• Their values
• Business goals
• Audience personas
• Problems and solutions
• Competitor analysis
• And Design solutions

Another component this presentation includes is two mood boards for the visual direction of the brand. This step is crucial before designing. This gives the client a final choice in terms of the creative direction for the brand.

Stage 5: Logo design

Now it’s time for the creative work. Once the client has chosen one of the two mood boards. And are aligned with the brand strategy it’s straight into designing the brand identity. Within this I’ll design a full logo suite this includes the following. A primary logo, secondary logo, logo mark plus other variations.

A distinct color palette.
Complementary typography.
Brand assets and patterns.

For this design stage, I use the one concept method. This is where I design one brand identity instead of designing two or three concepts for them to choose from. The reason for this is I find there are fewer revisions and the client has a lot more clarity on the one direction. This usually takes around one to two weeks to complete then once I’m happy with the overall look It’s then on to preparing the brand presentation.

Stage 6: Brand Presentation

So the brand presentation is a way of presenting the proposed brand identity to the client, while also selling it in the best possible way. once I’m happy with the branding I’ll put together a presentation of around 20 to 24 pages. This includes the full logo suite and in-depth descriptions about my design decisions.

This presentation also includes the brand’s Typography, Brand Assets, and Photography Direction and shows their brand in action through Mockups. I do this presentation because it gives me a chance to explain my thought process and decision-making at each step within the branding process. This shows the client that thought has gone into it and they will trust in your skills and knowledge even more. Leading to a vote in confidence and less revisions.

When complete this gets uploaded to the notion pool tool for the client to access and give feedback.

Stage 7: Feedback and Revision

After uploading the client presentation to the notion. I give the client three working days to provide clear feedback about the brand identity.

Just to note: I give my clients two revisions within their package to make any necessary changes that they need. Sometimes us designers nail it the first time and sometimes things need to be refined. In the portal, there are an array of questions I get the client to answer regarding the brand identity. I can then gauge the overall feeling towards the identity. And whether we need to hop on a call to discuss further feedback and refinements. If any amends need to be done I will confirm this with the client and make any necessary changes. Once they are happy with the project and there are no further amends.

Stage 8: Touchpoints

So the branded identity for the business has now been signed off and it’s time to move on to creating the touch points. This is where I create any extras the client has within their packaging. This can be anything from.

• Product Packaging
• Stationery
• Social Media Templates
• And more

For these extras, I’ll get any information I need from my client before designing. For example, a dye line template if I was designing product packaging. I spend up to around a week designing the additional touchpoints. I then put this into another presentation and present this to the client via the portal.

Stage 9: Feedback, Revisions and Sign Off

The client then reviews this presentation and gets one revision within the stage to refine any of the designs presented. Once they are happy and any necessary changes have been made the client then signs the whole project off.

Stage 10 Off-boarding and Packaging up files.

So the project has now been signed off and the client pays the remainder 50 of the project. Once this is paid I package up all of the brand files export their logos and create a brand guidelines document. The files will then be uploaded to the notion portal for them to download along with a goodbye packet. This includes an outline of the brand files tips and resources.

How to leave a review and if they want to work with me again in the future. Just for reference, a whole brand identity project can take roughly around five to seven weeks to complete. So there it is my complete process I go through with a client when designing their brand. If you’d be interested in me bringing out a course on this process, but going into even more details let me know in the comments below.

Hopefully, this post has helped you streamline your design process, and if it has make sure to give it a big thumbs up.