Branding Tips

What Is Brand Discovery & Why Do You Need It?

If we had a dollar for every time we received a phone call asking for a quick logo for a brand new business, we'd have pockets full of dollars. Too often, businesses think that in order to become a successful brand, the first step is purchasing a logo design and slapping it on a Facebook page. But that's where you're wrong, my friend!

Your logo is the physical representation of your brand. It needs to symbolize all that your brand stands for. That’s a pretty tall order and requires us to do our homework. Before we even start sketching, we get down to the nitty gritty and fully learn about your brand. Building a strong brand starts with understanding who you are and what you stand for.

Why do you do what you do? Hint: the answer should not be “to make a lot of money.”
Who is your target audience? Hint: it’s definitely not”everyone.”

The fact is, customers are drawn towards brands that share their values and tell a compelling story — not your aspirations to be a millionaire. That’s why it’s important to do some soul searching before the design process even begins!

The next step is really getting to know those that would purchase your product or service. Branding isn't simply about the product itself, but the audience that it serves. What do your customers value? What is their day-to-day life like? Where do they shop? What are their wants, needs and frustrations? Truly empathizing with your customer helps determine the appropriate voice and messaging of your brand. The messaging — how you visually communicate your mission, vision and promise — what branding is all about.

So, that's where Brand Discovery comes in. We help you dig deep and find the answers to the important questions needed to build the foundation of a successful business. Each question leads to another, until we get to the heart of your brand. You could think of the Brand Discovery phase as a form of therapy. We won't make you lie down on our couch (you can if you really want to) or offer you a box of tissues (we do have some on standby just in case). During this project prerequisite phase, we spend a lot time researching your brand, industry and audience. Our research provides the backbone for your brand strategy and guides us through the design phase. Once the Brand Discovery is complete, we have the tools we need to design an authentic brand that resonates with your customers!

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