10 Main Stages of Branding Design and Brand Identity 2023: Step-by-Step Guide

June 20, 2023, read 15 minutes

The Power of Branding: Unleashing Success in a Competitive World

In today’s fiercely competitive business landscape, creating and developing a strong brand has become paramount for companies seeking success and differentiation. Imagine a world where your company stands out amidst the noise, capturing the hearts and minds of your target audience. A world where your brand identity becomes synonymous with excellence, trust, and innovation. 

This is the power of branding, and it holds tremendous potential for businesses across various industries.

Let’s take a closer look at the transformative impact branding can have on companies. 

Tic-Tac-Tech: Harnessing Branding to Achieve Global Domination

People aren’t just buying products; they’re buying into an experience, a lifestyle. In the tech industry, we witnessed the meteoric rise of a certain iconic smartphone giant. They have grown so big that we don’t even have to spell their name out. (hint – it rhymes with Shmapple) By meticulously crafting a brand identity that resonated with consumers’ desires for simplicity, elegance, and cutting-edge technology, they transformed the mobile landscape forever, catapulting their revenue to new heights. Apple has seamlessly blended technology and artistry, captivating their audience and building an army of loyal followers.

Statistics show that companies with a well-defined brand identity and a strategic branding design process outperform their competitors. 

Picture this: companies that embrace design at their core have experienced remarkable success. In fact, a study by McKinsey & Company found that these design-centric companies enjoyed a whopping 32% higher revenue growth compared to their counterparts. And that’s not all – they also saw an incredible 56% higher total return to shareholders over a remarkable 10-year period. 

Design truly pays off!

Banking on Branding: Building Trust and Driving Financial Growth

Return of investment in design for business

Brace yourself for this eye-opening statistic: the UK Design Council discovered that every £1 invested in design yields an awe-inspiring average return on investment of £20. In the banking sector, companies like JPMorgan Chase and Citibank have long recognized the power of branding.

JPMorgan Chase recognized the importance of design in delivering exceptional customer experiences. They invested in redesigning their mobile banking app, focusing on intuitive navigation, streamlined functionality, and visually appealing aesthetics. This investment resulted in a significant increase in user engagement and customer satisfaction, solidifying their position as a leader in digital banking.

That’s right – design is not only a creative force but also a strategic investment that delivers incredible returns. It’s the catalyst that propels businesses forward, revolutionizing their success and fueling exponential growth.

Similarly, Citibank understood that design plays a crucial role in attracting and retaining customers. They embarked on a comprehensive rebranding initiative to refresh their visual identity, logo, and overall brand experience. The new design exudes a sense of modernity, simplicity, and trust, aligning with their commitment to delivering innovative financial solutions and personalized customer service.

Through effective brand identity design and consistent messaging, they have established themselves as trusted financial institutions, attracting more customers and expanding their market share.

Healthcare Heroes: The Impact of Brand Identity in the Medical Industry

Even in the healthcare and pharmaceutical sectors, companies like Pfizer have reaped the benefits of a strong brand identity. Pfizer recognized the impact of design in communicating their brand during the race for the COVID-19 vaccine. The updated logo has given Pfizer a fresh and contemporary look, making the company synonymous with innovation and trustworthiness. By creating distinctive visual elements, establishing trust through research and development, and communicating their values effectively, they have gained the confidence of both healthcare professionals and consumers.

It’s no secret that design has a profound impact on business triumph. A survey by Adobe revealed that a remarkable 73% of companies believe that investing in design directly contributes to their resounding triumph. By infusing their brand with captivating design elements, they’ve discovered the secret sauce to standing out, captivating customers, and soaring to new heights.

The Power of Branding: Forging Strong Connections in a Digital Era

These success stories emphasize the importance of branding for companies in today’s competitive landscape. It goes beyond just having a logo; branding is about shaping the perception of a company, creating a unique identity, and connecting with customers on an emotional level. 

In this article, we have prepared a step-by-step guide that will help you explore the stages of branding design and corporate identity development, guiding you through the process of building a strong and impactful brand that resonates with your target audience. By understanding the key elements and following the right steps, we will help you unlock the potential of branding to drive business growth and achieve long-term success.

So, what exactly is a brand? 

Power of branding for business

Beyond the Logo: Understanding Branding and Corporate Identity

A brand is a collective perception that exists in the minds of consumers – it’s what sets a company apart from its competitors and leaves a lasting impression.

At its core, branding represents the essence of a company—the emotions, values, and promises it evokes in the hearts and minds of its target audience. It goes beyond a mere logo or visual representation; it encompasses the entire customer experience, from the first interaction to long-term loyalty. 

Now, let’s delve deeper into the concept of branding. 

It encompasses a myriad of elements that work harmoniously to create a distinct identity for a company. From the logo that instantly grabs attention to the carefully chosen colour palette that evokes specific emotions, every aspect is meticulously crafted to leave a lasting impression.

But branding doesn’t stop at visual elements. It extends to the tone of voice used in marketing messages, the personality conveyed through brand communications, and even the customer experience at every touchpoint. For companies, branding holds immense value. It establishes a unique identity that differentiates them from competitors, helping to build trust and credibility in the eyes of potential customers. A strong brand commands attention, influences purchasing decisions, and cultivates loyalty. It becomes a valuable asset that can withstand market fluctuations and propel a business to new heights.

But what does branding mean for customers? 

Think of Starbucks, where the aroma of freshly brewed coffee, the friendly baristas, and the cosy atmosphere all contribute to the brand experience. It’s not just a cup of coffee; it’s an oasis of comfort and connection in the midst of a bustling world.

In a sea of options, a well-established brand gives consumers confidence in their choices. It provides a sense of familiarity and reassurance. It creates a connection that goes beyond product features or price tags, making customers feel understood, valued, and aligned with the brand’s values.

So, how can companies harness the power of branding to leave a lasting impression and forge strong relationships with their target audience? 

The answer lies in the art of identity design.

Building Your Brand Identity: A Step-by-Step Journey

In this section, we will help you explore the stages of branding and corporate identity development, unveiling the secrets behind creating a compelling brand that captivates hearts and minds.

To create a strong and impactful brand, companies embark on a journey of branding and corporate identity development. This process involves several key stages, each playing a crucial role in shaping the brand’s personality and connecting with the target audience. 

Let’s explore these stages in detail:

1. Study of Goals, Mission, and Brand Positioning

The first stage sets the foundation for your brand. It involves a deep dive into your company’s goals, mission, and values. Understanding what you aim to achieve and the unique value you offer is essential. 

Additionally, analyzing your brand positioning within the market landscape helps identify opportunities for differentiation and competitive advantage. This crucial stage lays the groundwork for the entire branding process, guiding subsequent decisions and strategies. 

By identifying your unique value proposition and understanding your customers’ needs, desires, and pain points, you can create a brand that truly connects with them.

2. Analysis of Competitors and Target Audience

Next, it’s essential to assess the competitive landscape and gain insights into your target audience. Studying your competitors’ strategies can uncover gaps in the market and inspire unique approaches. 

Simultaneously, understanding your target audience’s needs, preferences, and pain points enables you to tailor your brand messaging and experiences to resonate with them.

3. Formation of the “Tone” of the Brand

The tone of your brand sets the stage for how you communicate with your audience. Will you adopt a playful and informal tone or a more professional and authoritative one? 

A brand’s tone is the voice and personality it portrays to the world. It sets the emotional connection with your audience and guides your brand communications. 

Whether it’s friendly and approachable, sophisticated and professional, or adventurous and innovative, defining your brand’s tone creates consistency and helps shape the overall brand experience.

4. Determining the Brand Color Palette

Colours have a profound psychological impact and can evoke specific emotions and associations.  For example, blue might convey trust and reliability, while vibrant red colours evoke energy and excitement.

Consider the meaning and associations different colours evoke and choose a palette that aligns with your brand’s values, personality, and target audience.From vibrant and energetic hues to calm and soothing tones, each colour carries its unique message and helps shape your brand’s perception.

Choosing a brand color palette

5. Brand Typography Selection

Typography is crucial in communicating your brand’s identity and conveying its essence. Choose fonts that reflect your brand’s style, whether it’s modern and sleek or classic and elegant. Consistency in typography across all brand materials helps establish a cohesive visual identity.

From bold and expressive fonts to elegant and refined ones, each typographic choice has a distinct impact on how your brand is perceived. It’s essential to select typography that reflects your brand’s style and resonates with your target audience.

6. Logo Development

The logo is the face of your brand, instantly recognizable and synonymous with your company.It should be distinctive, memorable, and reflective of your brand’s personality and values.

From minimalist and sleek designs to intricate and elaborate artwork, your logo is the visual centrepiece that sets the tone for your entire visual identity. Invest in a well-crafted logo that visually represents your brand and creates a strong first impression

7. Creating Visual Elements

Beyond the logo, visual elements like icons, patterns, illustrations, and imagery are the creative brushstrokes that bring your brand to life. 

Icons convey powerful messages in a single glance, patterns add texture and consistency, illustrations tell captivating stories, and imagery provides a window into your brand’s world. When thoughtfully designed and integrated, these elements create an immersive brand experience that resonates with your audience. 

This way you can harness the power of visual elements to craft a unique and memorable brand identity that captures hearts and minds.

8. Corporate Identity Development

Corporate identity encompasses all visual and non-visual elements that represent your brand. This can include stationery, packaging, signage, guides, whitepapers, emails and communications, and any other brand collateral. 

Corporate identity extends beyond visual aspects. It encompasses the overall perception and experience of your brand, including customer interactions, brand culture, and values. 

Ensuring consistency in messaging, behaviour, and visual representation strengthens your brand’s identity and fosters trust with your audience. A cohesive and well-executed corporate identity ensures that every touchpoint reinforces your brand’s message and creates a lasting impression.

9. Creation of a Company Website

In today’s digital age, a website is often the first point of contact between a company and its potential customers. Designing a website that embodies your brand’s personality, showcases your products or services, and provides an intuitive user experience is vital. 

A well-designed and optimized website becomes a powerful tool for attracting and engaging customers. It becomes a powerful tool to engage and convert visitors into loyal customers.

10. Brand Book Preparation

A brand book serves as a comprehensive guide that outlines your brand’s visual and verbal identity. It provides guidelines for logo usage, colour palettes, typography, tone of voice, and other brand elements. 

A well-prepared brand book ensures that all stakeholders, including internal teams and external partners, understand and uphold your brand’s identity. This ensures consistency across all brand touchpoints and empowers you to effectively represent the brand.

Embarking on the journey of branding and corporate identity development is a transformative experience for businesses. It involves a series of strategic steps, from understanding your goals and target audience to crafting a compelling brand identity that resonates with customers. 

These stages pave the way for success and growth in a competitive market. 

In the next part of this article, we will provide real-life examples that illustrate how these steps are applied in practice, showcasing the power of branding to propel businesses forward. Read on to discover how Audax brings these concepts to life and unlocks the true potential of brands.

Transforming the Future of Payments: MultiXPay’s Branding Success Story

MultiXPay's Branding Success Story

In the fast-paced world of finance, standing out from the competition is crucial. This is especially true for companies like MultiXPay, a cutting-edge online bank that has set out to redefine the way we make electronic payments. By leveraging the power of blockchain technology, MultiXPay offers a secure, convenient, and borderless financial solution. 

But how did they establish themselves in a crowded market and capture the attention of customers worldwide? Let’s take a closer look at their journey and discover how design and branding played a pivotal role in their success.

Unveiling the Vision: Goals and Challenges

MultiXPay’s vision was clear—to provide clients with a seamless and efficient cross-border payment system. The objectives were clear: create an online platform that can adapt and evolve with the business, develop a brand image that resonates with clients and partners and showcase the brand. 

Here’s how Audax brought this vision to life.

Crafting the Brand Identity: From Logo to Corporate Guidelines

The journey began with the creation of a distinctive logo and corporate identity that would embody MultiXPay’s core values and objectives. 

Audax’s team meticulously researched the online banking landscape and delved into the preferences of the project’s target audience. 

The result? 

A visually captivating and cohesive brand image that represents the security, efficiency, and trustworthiness of MultiXPay.

Visualizing Trust: The Power of the Logo

The logo design process was a testament to the importance of visual communication. Our team recognized the need for a logo that not only appealed to the target audience but also conveyed the secure nature of every transaction made through MultiXPay. 

The logo became the visual symbol of trust, capturing the essence of the brand and leaving a lasting impression on customers.

MultiXPay Logo

Web Solution: An Intuitive Journey

To effectively communicate the benefits of MultiXPay, Audax crafted a website that balanced simplicity, clarity, and visual impact. Visual elements were strategically placed throughout the website to emphasize the advantages of the service. 

By prioritizing user experience and incorporating captivating imagery, the website provided visitors with an intuitive and engaging browsing experience, whilst establishing brand recognition and fostering a cohesive brand experience across all touchpoints.

MultiXPay’s journey highlights the transformative power of design and branding in shaping the success of a company. From the logo to the web solution, each step was meticulously crafted to convey the security, efficiency, and convenience offered by MultiXPay’s blockchain banking solutions. With our help, MultiXPay was able to create a strong and distinctive brand that resonates with their target audience

Revamping PetChef’s Brand Identity and Website Design: A Recipe for Success

PetChef's Brand Identity

PetChef, a visionary pet food startup, approached Audax with an ambitious goal – to launch their Minimum Viable Product (MVP) and make a mark in the market. 

We embarked on a collaborative journey to craft a compelling brand identity, encompassing a visual toolkit, captivating packaging design, and an enticing website that would truly reflect their unique brand and exceptional product offerings. 

Unleashing PetChef’s Brand Potential

As a newly established business, PetChef understood the significance of a strong brand identity in a competitive market. 

We meticulously crafted their logo, curated a set of branded fonts and colours, and devised a brand strategy that resonated with their target audience. 

By incorporating shades of blue and yellow, scientifically proven to be distinguishable by dogs, we ensured a visual language that truly spoke to their furry customers.

Packaging that Wags Tails

In a crowded pet food market, PetChef needed packaging that would not only stand out but also convey the essence of their brand. We designed premium packaging with a personalized touch – each pack featured the pet’s name, forging an emotional connection with pet owners. Leveraging cost-effective sticker production, we offered flexibility and customization without compromising on quality.

Petchef packaging designs

Creating the Digital Bark

A strong online presence was vital for PetChef’s success, so we crafted a stunning website that seamlessly showcased their products and engaged potential customers. The website became a valuable lead generation channel, allowing PetChef to test hypotheses and fine-tune their business strategy based on real-time data and website analytics.

From Bowls to Barks – PetChef’s Triumph

The reimagined brand identity and website design propelled PetChef to new heights. Customers were captivated by the personalized packaging, which set them apart from competitors and fostered brand loyalty. 

The website not only attracted a steady stream of leads but also provided invaluable insights for business optimization. PetChef successfully established its presence, attracted a loyal customer base, and set the stage for future growth.

Through our partnership with PetChef, we witnessed firsthand the power of branding design and its transformative impact on a business. The stages of branding and corporate identity development, from studying goals to creating a brand book, played a pivotal role in PetChef’s journey to success.

It’s your turn to create the power of your brand.

In today’s competitive business landscape, branding and corporate identity development have become essential for companies seeking to make their mark. Each stage of the branding process plays a crucial role in shaping a brand’s identity, connecting with customers, and fostering loyalty. 

At Audax, we understand the intricacies of this journey and have a team of talented designers and branding experts ready to guide you every step of the way.

Let us help you create a brand that captivates, inspires, and leaves a lasting impression. Reach out to Audax today and unlock the true potential of your brand. Your success awaits—contact us now and let’s start crafting your brand story together!

Are you ready to embark on an exciting branding adventure that will transform your business? Remember, your brand identity is a crucial asset.

Contact Audax today for expert guidance, whether you’re starting from scratch or looking to refresh your existing brand.


What is branding in graphic design?

Branding in graphic design is the process of creating a visual identity that represents a brand. It involves designing elements like logos, typography, and colors to communicate the brand’s values and personality.

Why do you need a brand identity?

A brand identity is crucial for businesses to stand out in a competitive market. It builds recognition, trust, and loyalty among customers by creating a consistent and memorable visual experience.

What are the 4 main components of visual brand identity?

The main components of visual brand identity are:
– Logo: The visual symbol of the brand.
– Typography: The choice of fonts used consistently.
– Color Palette: The selection of colors that reflect the brand’s personality.
– Visual Elements: Images, patterns, or graphics that contribute to the brand’s visual language.

How do you create a good brand design?

To create a good brand design, research the brand’s values and target audience. Explore design concepts for the logo, typography, colors, and visual elements. Ensure consistency and test the design with the target audience for feedback and refinement.

Why turn to Audax for branding design?

Audax specializes in creating impactful and memorable brand designs. Our team combines creativity with strategic thinking to craft visual identities that truly represent your brand’s essence. Partner with Audax for exceptional branding design that elevates your business.

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