How To: Build, Rebuild, or Refresh a Brand in the Global Marketplace

I can’t speak for other agency owners and serial entrepreneurs anymore than I could begin to unveil the global standard for Brand Development. It just doesn’t exist and you’ll come to find that the strategy, process, and even deliverables rage drastically from agency-to-agency, creative-to-creative, brand-to-brand, and client-to-client.

What I can recount, however, is the praise that’s been sung for my hands-on approach, streamlined communication, and results-oriented process for task completion from clients across a variety of industries. I can tell you how I’ve done it, in the past, and how I’ve improved the process as my role as grown from an independent consultant to CEO of Eric Michael & Associates.

“More error than trial” would be the best way to describe the early process (2008-2010) dedicated to conceptualizing and delivering a new brand identity—and by identity, we’re talking only a concept or logo. Prospects would find me by word of mouth and we’d often times spend weeks and weeks of back-and-forth presenting, revising, representing, and revising again. The tweaks were tedious and by the time we got to the end result, I had invested more into the birth of their business than they had.

But, you live and you learn.

Today, I know for sure that the process is 2/3rds the victory. Messaging and positioning – with respect to today’s global marketplace – means more than the sparkly logo that most budding business owners and CEOs have their sights set on in the preliminary stages. Mine is a snackable and well-supported workflow, proven to be a system of success for almost any size organization; large, small, niche, or multi-disciplinary; those taking their first trip on the branding journey or established brands looking to rebranding or just seeking a light refresh.

Brands speak best when they speak simply and directly. That same direct simplicity applies to the development process of that brand as well. Ours is a process that begins with an “all hands” meeting, consisting of myself, my team, and all shareholders. Together we work to understand where the organization is – timeline, history, passions, purposes, etc. This is almost always a more powerful conference than attendees think it’ll be. We’re all “busy” and yet we’ve all got a lot to say. By carving out these two to three hours we’re able to make space and time out of respect for one another – and the success of the brand.

Following that meeting, since it’s my name on the door, I’m the “go-to” point of contact or lead on any and all assignments, internally and externally; the simplicity of that channel is then, most often, met with a single point of contact on behalf of the client. Someone in a directorial role or C-Level office for the company. It’s a “quality over quantity” approach to the decision-making process. The higher authority of the point-person, the less confusion, and faster response time and turnaround times.

Surely there’s more to the process than this. There are many layers – workshops and specific topics of discussion we need to reconcile on, software, programs, presentation and proofing practices, revisions, and just so much more.

That’s really what’s hanging in the balance. You’ll get a logo one way or another. But, what really counts is that you get it quickly and rightly. That’s the weight that sits on your shoulders during the selection process: Who will help you bring your dreams to life? The lowest possible bid or a team of renowned creatives, lead by someone who’s been living, breathing, and sleeping brand development for more than a decade? That’s the thought to have. That’s also what keeps my team and I in such high demand.

Here’s what happens:

Discovery & Research — A formal introduction of both parties and an overview of the upcoming process alongside the “all-hands” intensive.

Discovery Findings (SFD) — Formal (digital) presentation of the aggregated data in a positioning document, depicting your organization’s presence within the industry. (Aka, our Shitty First Draft.)

Messaging Development — Constructive feedback in-hand, we go to the drawing board to create and present the messaging (taglines, mission, etc.) that’ll see the brand through launch.

Visual Exploration (Moodboards) — Following approval on the earlier messaging, we’ll dive deep into the world of iconography through mood boards that’ll govern our future creative focus.

Brand Development — Alas, you’re presented with three variations of the proposed brand identities. Clients are invited to slice and dice these concepts freely and candidly; three rounds of complimentary revisions bring us to the end result: Your new, front-facing branding.

FAQ: But, what do I walk away with?

There are two invaluable takeaways from the brand development process and they all live in the “Brand Style Guide” (aka Brand Bible). The Brand Style Guide is where all of the logo, identifiers, custom typography, tagline, lockups, custom color and texture palettes, and other general creative direction assets live. But, the deck also includes access to all of the official brand messaging as well – so that no matter who is presenting the brand it’ll always be done with the proper visuals and messaging.

FAQ: Is there more?

There is always more—regardless of industry. I definitely pride myself on the hands-on approach I take with all of my clients and, being a full-service partner, I’ve never had a brand development assignment that didn’t bleed into something more. And I recently revised the way in which we present or pitch brand development projects to make the process a little more structured and focused:

Previously we looked at the Brand Style Guide as the finish line and everything else – from website to business cards, print and digital marketing assets, content, and everything else – were simply ancillary. Now, leaders and shareholders on incoming assignments can simply select from three tiers of prefix offerings with “template credits” for print and digital design assets, even video and photography production time. Or, we can completely customize based on those pricing structures. This not only works to ensure ease and convenience of selection but also inspires clients to go deeper into their needs while offering a little more transparency, on our end, and support in the long run.