Start with a strategy
Before a single pixel is pushed or a tagline is crafted, your brand needs a solid foundation. This is where strategy takes the lead. A well-defined brand strategy outlines who you are, what you stand for, and how you communicate your value. It answers fundamental questions:
- What is your brand’s mission and purpose?
- Who is your target audience?
- How does your brand differentiate from competitors?
- What is your brand’s personality and tone of voice?
Without clarity on these aspects, designing a brand identity is like shooting in the dark. A beautifully designed logo won’t resonate if it doesn’t reflect a deeper brand story. This is why companies that prioritise aesthetics over strategy often find themselves rebranding within a few years. The strategy dictates the creative direction, ensuring that every design choice—from colours to typography—aligns with a bigger purpose.
Bringing the brand to life
Once the strategic groundwork is in place, the visual identity can be developed with intention and precision. This is where the logo, typography, colour palette, and brand assets come to life, guided by the strategic insights already established. If the brand’s core values are about innovation and trust, the design should reflect that. If the brand voice is friendly and informal, the visual elements should feel inviting and approachable.
The key is that your branding elements aren’t just about looking good; they need to communicate meaning. Apple’s minimalist aesthetic isn’t just a design choice—it’s a visual reflection of their ethos of simplicity and innovation. The same goes for heritage brands like Burberry, where a strong legacy is embedded in its classic and refined identity. Great branding is not just about visuals; it’s about creating a cohesive experience.
Branding is a Continuous Process
While strategy should ideally come first, branding isn’t a one-time event. It’s a continuous cycle of strategise, create, refine, and evolve. Sometimes, a logo or packaging concept can inspire a deeper brand story. Other times, a strategic shift might demand a visual refresh. The best brands stay adaptable, ensuring that their identity evolves alongside their market and audience.
So, the chicken-or-egg debate in branding isn’t really about which comes first—it’s about ensuring both elements are working in harmony. Without strategy, design lacks direction. Without strong visuals, strategy lacks impact. The key is to ensure that whether you start with the strategy or the creative, both are developed with purpose and alignment.