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Stages of development of the visual brand style
Brand platform
Brand identity development begins with the creation of a brand platform.
This is a document that describes the rational and emotional benefits of the product, segments the competitive market to visualize the niche where the brand will exist, defines the brand’s values, and identifies the target audience. Based on insights from the target audience, the brand message and positioning are developed. All subsequent steps in creating the identity are aligned with the brand platform.
Style media
AR&VR
All the points where the consumer interacts with the brand are potential carriers of the brand’s identity. In the modern world, these are primarily digital objects — social media design, channels, websites, and advertising banners.
Physical carriers include staff uniforms, product packaging, signs, interior design, corporate vehicles, souvenirs, business cards, letterheads, and more.
The set of carriers is determined individually for each business based on its needs.
Augmented and virtual reality are the latest advancements in the mechanics of brand interaction with audiences. Thanks to interactivity, promotional events using these technologies achieve viral reach on social media and lead to greater user engagement in communication, which in turn increases their loyalty.
Brand Book
After all the layouts are designed, rules for applying the brand elements are identified through trial and error. These rules, along with the existing layouts, are combined into a brand guideline — the brand book. If your business grows or changes, the brand book allows you to create new materials that only strengthen the consistency of your brand’s perception.
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