The Branding Checklist

1. Discover Brand Attributes

There are so many ways do to this. I can only recommend to use the Design Personas by Aaron Walter, but this requires a lot of investment from all parties involved. Sometimes the client just doesn’t have the time or they simply doesn’t want to play ball. In that case I’d recommend using a bipolar chart. This is a simple exercise that’s easy to understand and quick to conduct: you just need to draw a couple of circles on some charts.

This is what we use at Evermore

2. Syntesize Brand Attributes

After you’re done with the bipolar chart, try and write down what you’ve came up with in a couple of sentences. Write about the brand as if you were describing a person. This is a good time to use any other adjectives that are not on the bipolar chart.

3. Visualize Brand Attributes

Based on your little characterisation, it’s time to create some moodboards. Try to think of at least two directions for the client to choose from. You only need Google for this one. Search for photos of products, people, interiors and objects that convey the feeling you want to achieve. It’s also a good idea to mix in some colours or colour palettes at this stage.

4. Show Examples

Once your client has picked the right moodboard, you can go on to look for some specific examples. Browse Dribbble and Behance to select some possible directions. Try to remain in the subject area: don’t show the branding of a tattoo parlor to a daycare. It’s important that you lead the conversation and show some viable directions for the client to choose from. Pick what you believe will work best, don’t ask them to gather inspiration from around the web. Once you have picked at least 5–6 logos/UIs/websites, ask the client to select their favorites.

5. Create Designs

Now this is the time to be creative and the time for me to move to the background. Use the the designs picked by the client and all the things you’ve learned in the process to create something beautiful. It’s on you now.



  1. Internal Project Kickoff Checklist

Evermore

Development consultancy, specialised in building custom web solutions and applications since 2006. Visit us at: http://weareevermore.com

Szabolcska Balázs

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Evermore

Evermore

Development consultancy, specialised in building custom web solutions and applications since 2006. Visit us at: http://weareevermore.com