Join Von Glitschka for an in-depth discussion in this video Developing a brand narrative, part of Foundations of Logo Design.
Developing your brand narrative should be a collaborative effort between you and your client. Sometimes this takes place early in the creative process to assist in facilitate ideation of a logo design. But most often it's executed with far more precision after the visual identity has been fully fleshed out. And thoroughly defined. I recommend you working with a talented copywriter who'll help you craft a precision document. But that said, you need to be thoroughly involved in its formation. The focus of a brand narrative, you could also call it a mission statement. Purpose statement or brand story should be a good balance of visionary, creative writing.
Supported by practical business decisions and measurable marketing goals. It's all about painting an appealing picture of who your client is, what they stand for and where they want to go as a company, product or service. And bringing the reader along for the ride. In essence, your client is developing a promise, making that promise, and ultimately managing the promise through their new visual identity.
So positioning and delivering a cohesive narative is like crafting a well thought out story. Like any good story it needs solid character development and your logo will play a lead role in this pursuit. Your clients personality is a business will dictate to what degree you stylize your story. How serious it should be, if humor is appropriate what the core values are that you're trying to establish and how they will engage the audience and benefit them. You want to convey your brand message vividly, create customer loyalty, persuade the buyer for the product, and establish an emotional connection with existing and potential customers.
A well crafted narrative forms customer perceptions about your client's business, service, or product. And a well crafted story should raise customer expectations about your client's business, service, or product. A good narrative will help enhance the experience of the brand in the minds of the reader. Do it well and it benefits the effectiveness of your logo. Do it poorly and it can handicap the results.
- Gauging client perceptions
- Determining the scope of work
- Quoting a project
- Profiling the client
- Developing a brand name
- Isolating design directions
- Crafting a visual identity
- Pitching your work
- Presenting brand systems
- Handling a change of course
- Making style guides
- Developing a brand narrative
Skill Level Appropriate for all
Creative Inspirations: Doyald Young, Logotype Designerwith Doyald Young1h 41m Appropriate for all
1. The Client
2. Project CSI
3. Exploratory Process
4. The Design Process
5. The Pitch
6. Gathering Feedback
7. The Launch
8. Staying Inspired
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