A BTS Look at the s co. Brand Design Process

Establishing a strong brand identity that resonates with your target audience and stands out in a competitive market is crucial for business success. A well-crafted brand design can evoke emotions, convey values, and create a lasting impression in the minds of potential customers. 

Here is a behind the scene look at our design process and the overview of what is involved in creating a brand design that attracts our client’s ideal target audience and sets them apart from the crowd.

Defining the Target Audience:

Before diving into the design process, it's essential to have a clear understanding of our client’s target audience. Who are they? What are their demographics, interests, and pain points? Where do they shop? The more details the better! It is all about conducting thorough market research and gathering insights to help build buyer personas that represent the ideal customers. Here we also like to dive deep into the details of who our client’s are not looking to attract. Each of these personas will serve as guiding principles throughout the design process to best spark a head turning brand.

Establish Brand Personality and Values:

A brand should have a distinct personality that aligns with their target audience. Determine the key personality traits and values they want their brand to embody. Is it playful and lighthearted or elegant and opulent? This helps to guide the designs and set up a unique position that sets brands apart from competitors and resonates with the perfect ideal audience.

Visual Research:

My favorite part is to immerse into the visual landscape of my client’s industry. Explore the designs of successful brands that have captured the attention of the target audience. Identify design elements, color palettes, typography, and imagery that are commonly associated with the industry and that resonates with the ideal audience. This research will helps not only understand the emotion behind what converts but also gives a strong design area to avoid so we know exactly how to set client’s apart from their competitors to they best stand out.

Creating a Brand Mood Board:

After compiling the visual research and inspiration, the fun part is creating the vibe. The Mood board encompasses the overall direction of the mood, emotion and visual impact of the brand. This includes: color palette, typography inspiration, imagery that mimics the mood/feel of the brand and a logo concept direction. This is meant to outline our approach prior to moving forward to the brand element designs and to give you a chance to perfect the visual direction if anything seems off before we begin the final branding.

Crafting the Brand Suite:

The brand elements act as the brand identity, visually representing your brand's essence as a whole. The psychology of color tones and how they can evoke specific emotions. Choosing the right fonts that align with the brand's personality and trigger the correct buyer feelings are crucial. The primary logo is the main visual representation of the brand. Having a brand mark helps creates visual consistency across all platforms to help make the brand instantly recognizable without the brand name. Think of this as a visual signature for your brand! Having a secondary logo is important for visual representation without any constraint to specific layouts or sizing. They allow businesses to extend their visual identity beyond the constraints of the primary logo and accommodate diversity.

Develop a Consistent Visual Language:

Consistency is key to building a strong brand. Delivering a Brand Style Guide that outlines the consistent use of colors, fonts, imagery, and brand elements across all platforms helps drive success with our clients. This guide will ensure a cohesive and recognizable brand presence, whether it's on a website, social media, packaging, or marketing collateral.

Crafting a captivating brand design that connects with our client’s ideal audience is an in-depth journey that involves careful consideration and refinement. Our goal for each client is to best attract their ideal higher-budget clients to their brand, to help them stand out in any industry and to feel empowered to share across all platforms.