If you're looking for tips on how to transform a mere idea into a complete brand identity, you're in the right place.

In this article, I guide you through my proven 7-step process, illustrating each step with a real-world example—my recent project for Airport Executive.

From the initial discovery call to the final delivery, you'll see how each phase contributes to building a strong and cohesive brand.

My 7-Step Branding Process:

1. Discover
2. Research
3. Ideate
4. Sketch
5. Design
6. Present
7. Deliver

Whether you're a business owner seeking professional branding services or a designer looking to refine your process, this detailed walkthrough will provide valuable insights and actionable steps.

It all starts, when a potential client schedules as an intro call to discuss their new branding project.

My client, while doing research on Google, came across my other articles (about brand strategy and logo design) and decided to schedule a call with me to discuss his new project.

He searched for a more professional designer, after his recent bad experience with a designer on Upwork.

PS. Also check my my YouTube video:

1. Discover

On the client call, I ask a series of questions to understand the business, and objectives for this project—it usually starts with a simple question like:

Can you tell me about your business?

I want to understand everything from the company's history to its vision, offering, target audience etc.

This helps me get a picture of who they are and what they do.

On this call, my goal is to lead the conversation by asking important questions, not selling my services.

I listen and take notes—next, I usually ask:

What needs to get done?

This helps me define the scope of work.

My client will want to know how much it costs, so I need to understand what needs to get done first, in order to provide him with a quote later.

For example: My client needed a new logo, brand style guide, and a website with a booking system.

Then, I usually folow up with:

What's driving this project?

This question helps me uncover business goals that drive this request.

For example: My client wants to build a global brand and appeal to high-end clients in order to be able to compete in the market as they face strong competition.

Then, I may ask:

What's wrong with your branding?

Here, I want to learn what my client thinks are the problems with the current branding.

For example: My client said it looks outdated and it generally provides a poor experience, making it hard to compete.

I might also ask other questions or just dive deeper... but lastly, I also ask:

Have you worked with other designers?

Which I believe is an important question to ask, as it helps me understand their past experiences.

For instance, my client told me that they hired a designer on Upwork, but were not satisfied with the results.

He told me he decided to hire a professional, and then he found about me—which gives me an edge in negotiations!

I simply ask questions, listen and take notes—this allows me to gather all information I will need to prepare a proposal later on.

And lastly, based on the information I've gathered, I give my clients an estimated price range and a timeline.

I could say something like:

Based on our conversation and my past work, I'm thinking this project can cost anywhere from $35 to $20k.

And then I wait for their reaction and follow up with:

I can prepare a proposal with 3 packages with listed deliverables and timeline for each—How does that sound?

If the reaction is positive then I prepare a proposal, but if I hear any hesitation, I don't.

Clients usually respond with something like:

• Ok, it sounds good—this is within our budget.
• Oh wow, that's definitely outside of our budget.
• Can you send us a proposal?

Remember: The last answer is tricky—when clients ask for proposals it's most likely a polite no, so I'd rather ask them to come back once they're absolutely ready.

This is because preparing proposals takes time (even with a template) and so I'd rather spend this time on actual design.

You can even say something like this to your clients:

I'd like to work with you, but I won't prepare a proposal unless I know you're absolutely ready.

Once the client is ready (definitively) then, and only then, I can start creating a proposal using my template.

PS. You can find my proposal template on my shop.

Here my goal is to prepare three packages Base, Plus, and Pro—this gives my clients flexibility based on their budget (plus you can upsell).

However, they already know what to expect since I gave the a price range and estimated—so there are no surprises.

Once the client choses the package and makes the first payment, we can move onto the next phase.

2. Research

Research is where I dig deeper into the brand with a goal to develop a brand strategy and creative direction.

I usually run strategy workshops with my clients, which can be done in person or online via Zoom.

During the workshop, I get a chance to discuss the project further, and define things like: brand's purpose, vision, values, target audience, positioning, personality etc.

However, this particular client already developed some strategy in-house, and put together a PDF document with his ideas and insights.

That's why for this project, I actually skipped the workshop and jumped right into my custom GPT, BrandingGPT, to organize my client's ideas according to my framework.

By using ChatGPT I can build o my client's ideas and then also quickly explore some extra ideas in order to develop a sound strategy.

Once I have clarity on all strategic elements, then with that I can stat writing a creative brief.

PS. You can find my creative brief template on my shop.

Creative Brief is basically a document that distills these strategic insights into a concise guide for the creative team (which is me!)

I'd strongly advise you to put together some kind of creative brief so that you can make sure you're on the same page with your client in terms of what needs to get done.

A few last pages of that brief also include 3 mood boards to visualize the brand's desirable look and feel.

These mood boards include things like colors, fonts, imagery, and design styles that align with the brand strategy.

Finally, I just present the brief to my client to get approval.

By taking smaller steps with the client, you can ensure that you're on the same page before moving forward.

3. Ideate

In the Ideate phase, I simply look for inspiration to find some ideas for designing a unique brand identity.

First, I conduct visual research on platforms like Pinterest, and also portfolio websites like Behance and Dribbble

These sites are treasure troves of creative ideas and can spark inspiration for your project.

I also analyze competitors' branding to understand the visual landscape of the industry.

This helps me identify what works, what doesn't, and where there might be opportunities for differentiation.

Identifying ways to differentiate the brand is crucial for in any branding process.

I may also browse books like Logo Modernism, which is a great source of inspiration for logo designers as well.

I simply look for unique angles or elements that can align with brand strategy and set the brand apart from its competitors.

This could be through color, typography, iconography, or overall style.

Once I feel like I've gathered enough images for reference, I select best ones and print them out.

Next I mark what like about them, perhaps there are some effects or styles I'd like to experiment with.

One I have that, I'm ready for the sketching phase.

4. Sketch

In the Sketch phase, I try to use these ideas and combine it with my creativity to sketch many logo concepts.

This step is all about exploration and iteration, so in this phase I sketch as many concepts as possible.

Don't hold back-this is the time to let your creativity flow and explore a wide range of ideas.

Remember, great ideas take time—So don't rush the process.

Sometimes the best concepts emerge after you've warmed up and explored several not-so-good directions.

Next, I iterate on the best ideas until I find something great.

I create variations to see how different elements can change the overall concept.

This helps me refine the idea to its best version.

So I refine my sketches by adding more details and fine-tuning the elements.

I make sure each concept is clear and polished enough before I start designing on computer.

Finally, I pick the best sketches that will be taken to Illustrator and digitized.

5. Design

In the design phase, I take my refined sketches and turn them into polished digital concepts.

This step is all about experimentation and refinement.

I try to create precise and scalable vectors, which are essential for professional logo design.

Next, I experiment with various fonts, shapes, and colors.

This stage is about exploring different variations to find the perfect balance between an idea and the form.

I then create color variations and logo lockups.

This ensures that these logo can work well in different context, providing flexibility for various applications.

My aim is to focus on no more than three distinct ideas.

Next, I refine and polish these designs, so that I can put together a presentation in the next phase.

6. Present

Now, in this step I test my logo concepts in various scenarios and prepare a logo presentation.

First, I choose the right mockups for my presentation.

Mockups help clients visualize how the logo will look in real-world applications, not only limited to basics as business cards, signage, and a homepage.

For example, I also used Midjourney to generate a photo of a chauffeur at the airport holding up a welcome sign.

I also created a mockup of a banner at the airport, and a Mercedes passing by.

This gives the client a comprehensive view of how the logo functions across different mediums.

Then, I take the time to think about how to explain each concept in detail.

I prepare a few notes about my choices, and how each concept aligns with the brand strategy.

This will help the client understand the thought process behind my designs.

Remember: As designers we naturally know what is good design vs bad design, but clients often needs explanation.

That’s why I never send my designs without having a chance to defend my work.

With that, I simply schedule a presentation call so that I walk my client through these three concepts in person.

This allows me to briefly explain my ideas, but also address client’s questions or concerns immediately.

PS. You can find my presentation template on my shop.

Just remember to never push your client to make a decision right there on the spot.

Rather, we schedule a call in the next couple of days that allows them some time to think about it and make a decision.

7. Deliver

Sometimes clients request revisions, but this particular client didn’t want to change anything—he loved the 1st logo concept.

In the last phase, I simply wrap things up: create logo files, brand guidelines and/or other assets (e.g. business templates etc.)

I just finalize all brand assets and ensure everything is handed over to the client in a professional and organized manner.

First, I create a comprehensive logo package.

This includes various color versions such as full color, inverted, black and white, and different lockups.

I also provide these logos in multiple file formats like PNG, SVG, and EPS to ensure they can be used across different platforms and mediums.

Next, I develop a style guide.

This is a document that outlines the proper use of the logo, colors, typography, and other brand assets.

For that, I usually develop a comprehensive 70+ page brand guidelines, however for this particular project I just delivered a one-page style sheet.

BTW—I got templates for both and you can find them on my Shop.

In any case, this is an important step as it ensures that your identity will be applied consistency across the board.

After all, the designer’s worst nightmare is to see the work poorly applied—pixelated logos, wrong colors, blurry icons etc.

Lastly, I let the client know that we should schedule regular check-in calls to make sure the branding is being used correctly.

Remember—It's important to maintain a strong relationship with the client to ensure the brand continues to thrive.

Conclusion

This is my branding process in a nutshell, and I'm confident that most professional designers share similar steps.

From the initial discovery call to the final delivery of brand assets, each phase is important to ensure the development of a unique and cohesive brand identity.

You can see the results of this process in my portfolio, showcasing successful projects like the one for Airport Executive.

If you're looking for a logo designer who can bring your vision to life with a structured and effective approach, don't hesitate to shoot me an email.

Let's discuss how we can create a standout brand identity for your business to help you grow and expand.