Graphic Design & Branding
Colour Choices in Branding
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Blog/Graphic Design & Branding
Where to Start When Building a New Brand
Building a new brand, or refreshing an old one, is exciting, and easy to rush. Jumping straight to logos skips the work that makes a brand effective.
2 min readbrandingrebrandbrand strategycorporate identity
Building a new brand, or refreshing an old one, is exciting, and easy to rush. Jumping straight to logos skips the work that makes a brand effective.
Signs a brand needs work
- The business has changed but the brand has not.
- The look is inconsistent across channels.
- It no longer appeals to the target audience.
- It looks dated compared with competitors.
- The team struggles to explain what makes the business different.
Step 1: Research
Understand the audience, competitors and the business's own strengths. Interview customers and staff.
Step 2: Strategy
Define positioning, values, personality and key messages. This becomes the brief for everything visual.
Step 3: Identity
Develop the logo, colour palette, typography, imagery style and voice, all based on the strategy.
Step 4: Guidelines
Document how to use the brand consistently.
Step 5: Rollout
Plan how the new brand reaches the website, social media, documents, signage and packaging. Communicate the change to customers.
Refresh or rebrand?
A refresh updates visual elements while keeping recognition. A full rebrand changes positioning and identity. Choose based on how much has changed in the business.
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Questions this topic usually raises
Agency teams and marketing leads who need a clear, practical view of where to start when building a new brand without the noise. It is written for people who already work with clients, not for theoretical reading.
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