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An Inside Look at Our Branding & Design Process

by | Dec 18, 2017

In my experience, the branding and design results are only as good as the process used to create them.


Sure, creativity and skill are obviously important – but those things are seriously hindered when working in collaboration with a team and a client if you don’t have an effective process in place.



We view collaboration with our clients as one of the most important aspects of the branding work we do, and we couldn’t spark or lead productive collaboration without the help of our finely tuned process.


And even if you’re not collaborating with anyone else (i.e. you’re working on branding your own business by yourself) there’s still a collaboration that needs to take place between the experience of being the business owner and the task of defining your brand.


So today we’re laying out our branding process step-by-step so that as a prospective client, a perspective do-it-yourselfer, or even a fellow branding professional, you can equip yourself with a branding process that produces great results for your business.


Phase 1 – Brand Strategy


No doubt about it – brand strategy is the most important step in our branding process. We’re all eager to design an incredible logo and website and see the brand come to life visually, but all of the essential groundwork happens during Phase One: Strategy.


Without dedicating time upfront to mapping out a brand strategy, the visual components of your brand – like your logo – wouldn’t be very effective.


Our brand strategy phase isn’t your standard questionnaire and Pinterest board (though we do use those tools). It involves research, brainstorming, studying, and refining. The strategy phase results in a Brand Book that acts as a guide for your business now AND as you grow. Our strategy Brand Book outlines your:


  • Core idea & offering(s)
  • Target audience/ideal client
  • Purpose statement & brand promises
  • Industry Differentiation
  • Brand Vision (goals, priorities, and values)
  • Messaging: brand voice, content direction, tagline, brand thesaurus
  • Visual direction: photography, color, digital & print implementation
  • Growth: marketing opportunities, social media guidelines, and next steps


We LOVE creating these brand strategy books (it’s my personal favorite part of each project) and we even offer the services as a stand-alone for those who aren’t quite ready to invest in the full branding & design package.


This brand strategy book turns out to be the most valuable asset of each branding project we do and helps you build a stronger, more cohesive brand as you grow.


At the end of each project, we print a hardcover copy of the Brand Book and mail it to our client.


Phase Two – Visual Brand Identity Design


With a strategy in place, we move into phase two: designing the visual brand identity.


We start by sketching – it’s the easiest and fastest way to get a bunch of ideas laid out and experiment with how to best represent the brand visually.



We usually end up with dozens of sketches and the next step is picking out the strongest concepts to refine. The winners get redrawn in more detail and tweaked until it’s ready to be recreated digitally.


Along with the logo system, we create a brand color palette, choose typography, and design supporting visual brand elements like patterns, illustrations, and icons.


Once the best brand identity concept has been designed and revised, we put together a brand proof for our client to review.


We utilize the One Concept branding process to make this phase more streamlined and impactful for our clients, so the brand proof includes just one fully developed brand identity for review.


We lay out the logo system (primary logo, alternate logo layout, abbreviated logo or brand mark), brand color palette, typography selections, patterns/icons/illustrations, and brand mockups (like letterhead, signage, or packaging) so it’s easy to visualize the brand concept in real life.


We also include descriptions of the process we went through to land on the brand identity concept, how it lines up with the overall brand strategy, and why we made certain creative decisions.


Our detailed Brand Proof allows you to consider a brand identity in full context – how it will line up with your business goals, how it will appeal to your audience, and how it will strengthen your brand – instead of just placing you in the position to decide if you “like it” or “don’t like it”.

Because of the in-depth strategy work we do at the start of each project, most brand proofs are approved with little or no changes. However, we offer our clients the option to “reset” and explore a new brand identity concept if, for some reason, the first one missed the mark.


Phase 3 – Brand Content & Collateral


We offer an all-inclusive branding experience, which includes things like the content you’ll put on your website and the photographs you’ll use in your marketing.


If you choose to work with our copywriter and/or photographer during your branding project, this will be the time when you begin reviewing the content they’ve created for your brand.


We’ll go over website content and images and explain how they support your brand message and direction. You’ll also be able to request edits on your copy at this point if any are needed.


During phase three, we also design your brand collateral (e.g business cards, letterhead, PDFs, social media graphics, etc.).


We think of brand collateral as brand experience pieces – these are the elements that you’ll use throughout your marketing and customer relationship to reinforce your brand, create consistency, and build trust.


We help each of our clients strategize their marketing and customer relationship workflow to identify the most useful collateral pieces.


The collateral pieces we design range from standard things like business cards and stationery, to sales-funnel elements like opt-in landing pages and lead magnet PDF design, to fun and unique items like brand stickers, packaging, menus, and guides.


Phase 4 – Website Design


And then, finally, it’s time launch the new brand identity online by designing a custom, conversion-focused website.


All the work we do together up until this point is combined into a beautiful, experiential digital home for your business.


We design most of our client’s website on WordPress using the Divi page builder. This combination gives us the perfect mix of full design control (to create truly unique websites) and ease-of-use (so we can hand websites off to our clients to use, update, and love without the stress of confusing technology).


But before we dig into the design and development of the website, we map out a strategy for it.


We pinpoint the big picture goals (like getting subscribers for your email list or generating new leads for your service) and then work backward to identify the steps a website visitor needs to take to land on that desired action. We map out a flow for the website to make sure that visitors never get lost, stuck, or abandoned.


With the strategy in hand, we begin building the site, testing, and tweaking. When things are looking good, we send it off to our client to review, and then work through any revisions.


With the website polished and ready for the world to see in time for their pre-scheduled Launch Day, we take care of the details to make the site live and then help them celebrate!


We stick around for 2 weeks of dedicated tech and follow-up assistance, during which we’re not only readily available to answer your questions and help troubleshoot, but we’ll also be checking in on your website ourselves to make sure everything is running smoothly.

Want even more behind-the-scenes details from our brand design studio? Follow along with us on Instagram where we post previews of branding projects, design inspiration, and day-to-day happenings of running a small business.

About The Author

Sonja Jobson is the owner and creative director of Jobson Studios. She’s a brand strategist, designer, and blogger who writes on small business, design, and branding topics.

Connect with Sonja on social media: Facebook | Instagram


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