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.
When working with colleagues or clients to develop a new brand, my first step is to create the Verbal Identity (or Tone of Voice). 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 visual directions being explored. As you can see by visiting the brands listed here that are still active, my process produces enduring work.
