Last time we tried to explain the difference between a style guide and a brand book (if you’re still confused, maybe our article can help you out). However, your brand’s journey does not end there. Before it can be put into action, your team must understand the finished identity and learn how to use your new visual language. With such a delicate task at hand, careful planning and execution is essential. And that's where a good design partner comes in. But first, let’s go over what this process actually entails.
So, what are the actual steps?
Get everyone up to speed.
The sooner the project team is involved, the better everyone understands what your new brand stands for and how it fits into your overall business strategy. Conducting early presentations and encouraging your colleagues to ask questions before the identity is finalized will help you make sure everyone is on the same page.
Present new identity.
Once the identity is ready, it’s time to share it. This means showing your team how the new system works, where it is used, and what values it helps to reflect. This step also involves presenting your style guide by showcasing how the new identity will adapt to various platforms and scenarios.
Organize support.
Branding is a long-term game, so adapting your brand identity to all of the practical realities of the business is only natural. That’s why you should be prepared and allow for some tweaking and adjustments to your brand book and style guide. To get a head start, сonsider arranging ongoing help from a design agency.
Follow the path.
To delicately phase out your old brand identity, сreate a list of projects that need to be updated and keep track of what needs to be done — from updating logos and graphics on digital platforms to making sure that all physical products are in line with the new look. Working closely with the identity designers or an art director who can expertly plan a smooth transition will help you keep the brand's image and subtle nuances in tone intact.
Consider hiring a designer.
While complete brand identity should work as a well-balanced system, it also needs to endure and evolve over time. Having an in-house designer to oversee these kinds of updates can ensure that all digital, print, and product visuals will continue to align with the original concept of the brand.
And do you need help?
As you can see, making a major shift in your brand identity is no small feat. And if you're still wondering, "Do I need help from a design agency?" then our answer is most likely yes! While getting assistance isn’t essential, it’s sure to take a lot of the stress out of the process. So, when deciding on a design partner, consider how they will help bring your brand identity to life.
At ESH gruppa, we can:
- Introduce the project team to your brand identity and make sure everyone is familiar with the new visual system and knows how to use it.
- Produce a user-friendly style guide that can be posted on your website for public access.
- Offer adjustments and art direction, including refining and producing new ~~media~~ design materials, consulting on the use of the style, and overall brand development. This design support may be provided on an ongoing or as-needed basis.
- Help you find a perfect in-house designer who will tailor your identity to the real-life needs of the business and make sure all of its components stay consistent and recognizable across platforms. We can help with the onboarding or involve them during the development.
