Branding

🌱 1. Discovery Phase (Brand Roots)

Before a name, color, or logo is ever explored, agencies dig deep into the soul of the company.

🔍 Ask foundational questions:

• What is your mission? Why do you exist beyond profit?

• What is your vision for the future? Where are you going?

• What are your core values? How do you behave?

• Who is your audience? Who do you serve? What do they need?

• What are your goals—short term and long term?

• What’s your position in the market? How are you different?

• What is your origin story? What legacy are you building on?

This becomes the brand DNA that everything else grows from.
 

✨ 2. Positioning & Strategy (Defining the Soul)

Here, synthesize what is learned into a brand positioning strategy:

• Brand Promise – What promise do you make to your audience every time?

• Brand Personality – If your brand were a person, who might it look and feel like in personality?

• Archetype – What role do you play in your customers’ story? (Guide? Hero? Sage? Rebel?)

• Messaging Pillars – What themes should be woven consistently throughout all content?

Only once this soul work is complete do they begin the naming process.
 

🧠 3. Naming Process (Strategic Creativity)

Now that the agency understands the heart and mind of the brand, they begin name development. This isn’t just creative—it’s strategic.

Consider:

• Linguistics: How does it sound, feel, and flow?

• Emotional Resonance: Does it speak to your values and audience?

• Differentiation: Is it distinct in your market?

• Flexibility: Can it stretch as the company grows?

• Availability: Is the domain available? Social handles? Trademark clear?

Some agencies present name territories—clusters of names based on different strategic angles—before narrowing down.
 

🎨 4. Creative Expression (Name to Identity)

Once the name is approved, bring it to life visually and verbally:

• Logo exploration

• Color psychology

• Typography and shapes

• Brand voice and tone

• Taglines and brand messaging

At this point, everything ties back to the original goals, vision, and mission uncovered in discovery.

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🎤 5. Storytelling & Rollout

The build the brand story, combining strategy and creativity to guide how the brand shows up in the world:

• Internal brand launch (to staff, partners)

• External launch (website, social, campaigns)

• Ongoing brand governance systems (guides, templates, rules of use)​