July 18, 2021
Marketing Makeovers: What’s It Really Take?
Each season, we showcase the transformative makeovers of each small business’s brand. But, with so much to capture in each episode of Small Business Revolution, our audience doesn’t see everything that goes into refreshing a brand. That’s why we’ve captured the process below to help highlight why a brand is so important, and just how a brand overhaul works!
Phase 1: Audit of Brand Assets
For every brand makeover, we start by reviewing a small business’s existing brand assets—from their logo to their website to their packaging. Oftentimes, there are discrepancies across these touchpoints that lead to an inconsistent brand experience, but consistency is critical to successful branding. Plus, logo design is typically done during the infancy phase of a small business, so our goal is to help elevate the logo and brand to reflect who that business is today.
Part of this brand audit includes working with the business owners to understand and identify their target audience and what differentiates them from their competition. A company’s brand should appeal to that audience and emphasize what makes them different from everyone else in the market.
A critical part of logo design is ensuring that the mark is custom and doesn’t feel like it could belong to just anyone, or like it was a template that doesn’t really reflect the brand. Our designers keep this top-of-mind as the logo design process begins.
Phase 2: Mood Board Design
Understanding a small business’s audience helps us determine what sort of look and feel will resonate with that audience. That’s where mood boards come in. A mood board is a collage of representational imagery that depicts distinctive personalities for a brand. We combine what we know will resonate with a business’s audience with each business owner’s opinions and preferences to create multiple mood boards for the business owner to choose from.
Typically, each mood board has a distinct look and feel so the business owner can select an option that truly represents what they envision for their brand. The final mood board helps set the tone and direction for the color palette, typography, and even photography used in the brand refresh.
Phase 3: Logo Concepts
Designers use the mood board to inform logo design concepts, typically creating several options to give the business owner variety in choice but not create “decision paralysis.” The concepts are distinct enough—despite aligning their personality with the chosen mood board—that business owners often have a strong reaction to each concept.
The logo design process is often iterative, working with the business owner to understand what they do or don’t like about a particular concept, and refining from there while still keeping the integrity of the logo intact.
Initial logo concepts are intentionally designed in black and white, because people have strong reactions to color that can sway their opinion of a design. Once a logo is selected, our design team adds color—chosen from the mood board and color palette—to infuse the logo with newly selected brand colors.
Logos are often mocked-up in an application so a business owner can see how their logo will look online, on business cards, in their physical space, and more. This helps something conceptual feel more concrete and helps the business owner make a final decision on their logo.
Phase 4: Logo Systems
Some brands need more than just one version of their logo, depending on their business needs. For example—some of the companies we work with receive both a horizontal and vertical layout of their logo, for more flexible use on digital and printed assets. Or, some brands have an icon included in their logo that can stand alone as a brand asset or graphic, like this example from Fresh & Fancy Floral Design Studio.
Using repeatable brand elements helps an organization be instantly recognized, which is critical in today’s fast-faced world.
Phase 5: Brand Implementation
Finally, a logo is put into use on a business owner’s website, social profiles, packaging, print products and more to help create a consistent look and feel across all assets. This implementation can sometimes be simple, and sometimes be more complex depending on the variety of marketing touchpoints each business has. But, putting in the work to implement the logo across platforms will help create a consistent customer experience, which is critical to a business’s success.
You might be wondering—“How long does it all take?” Because the show has pretty tight, condensed timelines, the brand refresh for each business in a season is completely completed within just a few months, beginning to end.
Interested in learning more about logo design? See what Deluxe has to offer from professional logo design to a do-it-yourself logo maker.