– Gabrielle Hill
The process of creating a brand identity is one I find absolutely fascinating. It’s important to realize that brand identity comes almost purely from the client: the job of the agency is to assist them in realizing the essence of their own brand through a gradual process that starts with the big picture and then ends up with one sentence that perfectly encapsulates the brand.
Defining the brand essence draws from several different factors: reviewing the history of the brand, asking questions that deal with how they would personify their company, defining what makes the brand unique, and several others that eventually coax a full picture of how the client would like their brand to be communicated.
When done correctly, the final result is something beautiful to behold, because it’s something that was already integral to how the associated company operates and the products or services it delivers. The agency simply puts into words what the client already knows on some level and holds close to their hearts, and essentially enables them to now communicate that to their market.