Branding: More than a Logo
What is Branding?
As an agency specializing in branding, we’re often talking about the buzzword and answering the question, “what is branding?”. Here’s the answer that will make you roll your eyes: It’s an umbrella term that means different things to different people (super helpful, right?). Well, let’s start with what branding is NOT: it is not just a logo. The terms are often used interchangeably, but there’s so much more to consider when developing or reworking a brand. Branding should be built upon an organization’s tenets (or brand pillars), including: core values, positioning, vision, and aesthetics. And a successful brand identity will consider imagery, color, typography, composition, tone, and practical applications. As an organization grows and changes over time, its branding should follow a similar trajectory and be routinely revisited to make sure that brand pillars are aligning with the identity system.
Our Process
At Sidekick, we get excited at the prospect of any branding project. The opportunity to make a real, tangible impact for an organization is rewarding enough, but what we truly love is working with a client to dig deep and unearth the roots of a brand. We start by asking some probing questions, usually in the form of a survey that can be distributed to any and all stakeholders. What is at the heart of our organization? What makes us tick? Who are we right now? Where do we want to see ourselves in the future? What are the potential pitfalls to avoid? This soul-searching process usually uncovers some unexpected truths and surprising revelations—and we love being right alongside our clients when they make these discoveries. This is why the Brand Strategy phase at the beginning of our process is so important. It helps us build a better understanding of our clients, and also puts us all on the same page so we can dive into the design process with a common goal. Establishing goals upfront allows us to frame any decisions in terms of objectives, instead of personal preferences, (which can often derail the process). This is especially true for larger groups, like marketing committees who may have too many different opinions, or clients with multiple levels of stakeholders who may not all be involved from the outset. This can lead to compromising the quality of the end product (have you ever heard that a camel is a horse designed by committee?). No matter the size of the group, we always advocate for a select number of decision-makers to minimize competing voices and ensure a smooth process.
Branding in the time of COVID
After working through the Brand Strategy, which can include workshops, surveys, in-person meetings, and other exercises intended to help everyone get acquainted, we dive into design. However, in the current age of social distancing, limited group sizes, and other necessary health and safety measures, we’ve had to get creative in order to get to know new clients. Meeting face-to-face has always been our preference, as so much communication and familiarization happens through body language and personal interaction. We strike a certain tone when we have meetings in our studio, with our relaxed atmosphere, walls clad with fun prints, and our favorite playlist in the background. We learn so much by reading a client’s face when we present a concept or pitch creative direction. All that said, we’ve had to work around these potential communication barriers in order to preserve our process and ensure success in our projects. We’ve had to run presentations out of our dining rooms and spare bedrooms, use online survey tools in place of Q&A sessions, and sharpen our written skills to compensate for the lack of verbal communiqués. While it may seem like a setback, these creative challenges have spurred us to broaden and deepen the ways we interact with our clients and each other—and that will always result in a richer understanding of ourselves and the world around us.
Below are just a few of the branding projects we’ve completed since March, when we traded our fun and funky studio for home offices. While the process may have changed, the end results are just as successful as ever! If you’re looking to launch a new brand or re-envision your current identity, we’re just a click away!
