Our branding and execution process Part II: Brand rollout
Welcome to part two in our three-part series about the Barking Bird branding and execution process*.
In part one we discussed the initial client meetings and concept development of the brand. And in this instalment, we will look at the rollout of the final brand concept across various assets.
Initial asset design
Once the brand has been finalised in the style guide, our priority and the priority of the client is to develop the necessary assets for their business. These assets, while contributing to brand awareness, are essential to, or involved in, the everyday operation of the business. Usually, this will be things such as stationery, car and office signage, business cards etc.
Like the brand itself, assets like stationery will also go through their own concept development process. Based upon the brand we have developed, our designers will develop concepts for the design of these assets internally and then present them to client for review.
Following the client’s feedback, we will make refinements to the design and send them back for final sign-off.
After we have finalised the brand’s internal assets, for new and smaller businesses, we will work with the client to identify what needs they have for marketing materials. Barking Bird will also provide recommendations based on our experience and the potential opportunities we may have identified during the discovery phase.
Typically, these assets will be print based and will include:
- Direct-mail flyers
- Capability documents
- Sales materials and more.
As per the internal asset development stage, each of these items will also go through their own concept development process. At each stage of asset development, we work collaboratively with the client to ensure that the assets work towards accomplishing the goals of their new brand.
Messaging and brand imagery
Many marketing assets will require brand messaging and brand imagery to accompany them. From the copywriting side of things, a new tone of voice will be developed to complement the new visual identity, and will be developed based on direction from the client, who will provide feedback throughout.
Likewise, imagery such as photography may be required to reflect the new brand or examples of the client’s work may need to be shot to build up their folio, which can be used throughout their collateral.
Print and material selection
Following the sign-off of any assets, there is one final process they must go through before they can be ready for distribution.
The print and material selection process is equally as important as the previous design processes. It requires just as much quality time to develop because time must be spent collaborating with the printer, paper/signage suppliers and the client to ensure the optimal production and delivery of assets.
Among the most important elements for consideration is the material that each asset will be printed on. Special finishes and methods of production may be chosen to enhance the brand and/or link back to it through a tactile experience. e.g. a pop-out feature in a direct-mail piece, 3D acrylic lettering, display suite.
Throughout the brand rollout stage, the client is intimately involved in every aspect of asset development. It’s our job to make sure that the design and production of each asset is on point. But it’s also our responsibility to make sure the client gets everything they need to run their business successfully, with their new brand identity leading the way.
Stay tuned for Part III in our branding and execution process series – Digital rollout
Get in touch
If you need brand support for your next project, feel free to get in touch with our team of experienced branding professionals. Call us now on (03) 9514 3180 or send us a message and we'll get back to you as soon as possible. We look forward to working with you.
*Branding process may be modified according to client needs, goals and budget.