When working with executives or clients to develop a new brand, my first step is to create the Verbal Identity (or Tone of Voice). To do so, I hold extensive conversations and brainstorms with the brand owners, product development team, and other stakeholders. Then I work with graphic designers (if the brand has a graphics team) to ensure that the concepts I'm pitching support and enhance the graphic directions being explored.
Developing Brand Identity is a critical part of any contemporary branding effort. It helps the brand owners and product team agree on and adhere to a cohesive direction that is intelligible to customers and consumers, and it helps downstream users like licensees understand the brand and develop products that enhance value without diluting meaning.
