This part of the job is definitely the most laborious because of the great amount of energy, manpower and time it consumes. It is also a pivotal part of building a visual language that works. Every client is different and so after meeting with the client for the first time, you go to work learning all there is to know about the brand.
Who is the target audience?
A brand does not focus its identity only on what it represents but includes a great deal of what customers are interested in engaging with. The customers do not dictate what the visual representation of the brand should be but their values, needs, and wants will influence the final decision. The secondary and tertiary audience is also researched as the brand identity will interact with the whole world.
What is the current state of the brand?
Whether you’re working on a new brand or an already existing one, you must consider the current condition of the brand as well as how it could be built or adjusted to line up with the brand's goals. A detailed and truthful understanding of how the brand is perceived on the inside and outside is important. Surveys and conversations with executives, employees, and customers are needed.
Who is the brand's competition?
To make your brand relevant, unique and visible, a deep understanding of the competition is required. Knowing how your competitors present themselves will help you avoid blending in and bring the perfect opportunity for differentiation.