Oftentimes, the thing that stops us from taking action is the uncertainty about what’s ahead. So allow me to remove any uncertainty from the strategic branding process I use with my small business clients.
Yes, it’s collaborative. Your input and guidance are crucial for a successful outcome.
No, this won’t take over your schedule. You’ll still be able to run your business while your brand development process is underway.
Without further adieu, here’s what you, the client, can expect when you invest in the Studio’s brand development services.
CONTENTS
THE BRAND DEVELOPMENT PROCESS STARTS WITH BRAND DISCOVERY
On the day we start, you’ll receive a welcome guide that outlines the details of your brand package, including an invitation to your client portal inside Notion.
The brand discovery phase is where you, as the client, will do the most work. But trust me, it’s such a valuable exercise for you and your business.
Inside your client portal, you’re given a questionnaire that asks you about:
your business
your goals
your audience
the competition
your brand personality
your brand vision
You’ll be challenged to reflect, dig deep, and think about your business in new ways. Because strategic brand development is knowing how to ask the right questions.
I’ve had so many clients tell me how enlightening this brand discovery questionnaire is for them as a business owner.
After I’ve reviewed your questionnaire responses, you’ll join me for a video call where we’ll explore your responses in more detail. We call this the discovery phase because this is where we see start to see how everything in your business is interconnected.
Together, we’ll get super clear on the big picture surrounding your business. This will guide us throughout the brand development process.
For you, this discovery phase creates more internal brand awareness—a crucial step that a lot of business owners overlook.
Because if you don’t have a connection to your own brand, how can you expect others to?
OUR BRAND DEVELOPMENT SERVICES: CHOOSE YOUR OWN ADVENTURE
Amongst the Studio’s brand development services, clients may choose a brand strategy and design package or just a brand identity package. You get to choose your own adventure here. If you’re opting out of the in-depth brand strategy, jump right to the brand identity process below.
Brand Development Process with Strategy
During the brand strategy phase, you get to sit back and relax as I comb through all that we uncovered during the discovery phase together and start assembling your brand development strategy.
I’ll pop into your inbox or ask for a quick call from time to time should I need clarification or wish to explore an idea with you. But for the most part, you can focus on what you do best while I do what I do best.
This phase of the brand development process takes about two to three weeks. After which, you’ll get to read the first draft of your brand strategy, including the proposed creative direction for your brand identity.
I’ll use everything we know about your ideal client—their behaviours, desires, challenges—and use that to parallel their story to your own mission and impact.
This is when you get to experience your business as a cohesive brand for the first time. As you read through the 30+ page strategy, you’re encouraged to pay attention to how you feel: does it resonate and align with your own trajectory and vision?
In your client portal, you’ll review your brand strategy document and video walkthrough, then use provided prompts to submit your feedback.
We’ll revise the strategy if need be, but oftentimes, any changes that arise are very minor. This is what sets the stage for the brand design process. You’ll already feel confident leading into the brand design phase because you’ll see how all of the creative choices we take are supported by the strategy work.
Brand Development Process for Brand Identity
Following the brand discovery phase or brand strategy phase, depending on your package, you can rest easy as I work to bring your brand identity to life.
Part of my brand development process includes tagline development. So early in the brand design process I’ll send some possible taglines your way to review or workshop with me. These may be used in logo designs, graphics, and brand patterns that will infuse storytelling into your individual brand assets.
After two to three weeks, you’ll find a fully realized brand concept presentation inside your client portal. Your PDF presentation is accompanied by a video walkthrough to give you context and insights behind the design decisions made.
You’ll use the feedback prompts inside your client portal to tell me how you’d like to see things refined and we’ll repeat the process with your revision requests.
Once I’ve got the green light from you on the final brand identity, you just sit back in excitement as I assemble your final brand assets, including a comprehensive style guide that tells you how to use your new brand.
WHAT TO DO AFTER THE BRAND DEVELOPMENT PROCESS WRAPS
The most exciting part is next! You get to prepare to share your new brand with the world!
I’ll provide you with resources to support you in this next leg of the journey, including my Rebrand Launch Plan Workbook. This gives you a checklist and framework to help you rebrand your various brand touch points with ease.
Rest assured, our relationship doesn’t end when we wrap on your brand. I am 100% invested in the success of your business. I’m always on standby to answer questions, give feedback, or support you as needed.
Hopefully this play by play of the brand development process has helped clear the air around what you can expect from the branding journey. The only question you have left to ask is which brand package will get you where you’re aspiring to go? Book an intro call with me here to find out.
Jenny Henderson Studio develops memorable brand experiences and strategic brand foundations to improve recognition and revenue for service-based small businesses.
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