Business goals and brand personality.Identify the character which the company or product wants to present.
Market And User Research
This step is essential. The research helps to immerse into the environment of the future brand and comprehend the peculiarities which may influence its success.
Some people often mistake a logo for a brand but it is only one stage in the process of branding. However, it would be wrong to underestimate the role of logo design. It is the basic mark of brand identity, the most prominent symbol of brand image and the foundation of effective marketing strategy enabling its connection with the target audience.
Brand Visual Elements
Logo design is not the only visual representation of a brand. Certainly, the major focus will always be a logo but there are some more elements deserving the attention such as mascots and typography.
The work is done. The visual material is complete. The last task for the designer is to make sure clients will use all the assets properly. A style guide is a document providing instructions about correct and wrong ways to use the graphics created for the brand.