How to create a Brand or rebrand an existing brand

A process for creating a new brand or rebranding an existing brand.

Oscar de la Hera Gomez
Written by Oscar de la Hera Gomez
First published on 03/15/2024 at 10:55
Last Updated on 03/16/2024 at 21:03
<p>A flower that represents Craft with the text "Branding" beneath it.</p>

A process for creating a new brand or rebranding an existing brand.

SubscribeWhat is Branding?

Step One: Create a Brand Pyramid

<p>A brand pyramid broken down into its parts. Core functionality is at the bottom and is defined as the products and services offered by the brand. The rational benefits one tier above the core functionality and is defined as the tangible benefits that the brand offers over its competitors. A tier above the rational benefits are the emotional benefits that are described as how the customer should feel when interacting with the brand. Above emotional benefits is the personality which is described as adjectives and phrases to personify the brand. Finally, at the top is the brand essence, which is described as the mission statement or core values.</p>

To help you dive deeper into the brand, its purpose, meaning and value, we recommend that you craft a brand pyramid.

A brand pyramid clearly describes the brands:

  • Core Functionality.
  • Rational benefits.
  • Emotional benefits.
  • Personality.
  • Essence.
What is a Brand Pyramid?How to create a Brand Pyramid

Step Two: Create the Brand Mission Statement

Write a short statement that explains the vision, purpose and value proposition of a business.

What is a Brand Mission?How to write a Brand Mission

Create the visual identity for the brand.

What is a Logo?What makes a good Logo?How to create a Logo

Step Four: Create a Tagline

Write a a short phrase that permanently identifies the brand.

What is a Tagline?How to write a Tagline

Step Five: Create the Styleguide

Define the colors, typography and assets for the brand.

This is often referred to as a brand book or brand styleguide that incorporates all the brand assets along with a set of guidelines.

Styleguide: What is it & How to create oneWhat is a Brand Book?What are Brand Assets?What are Brand Guidelines?

Step Six: Create the Brand Strategy

Create a plan to make sure that a brand image successfully matches a brand identity.

What is a Brand Strategy?How to create a Brand Strategy

Looking to create a brand or rebrand an existing brand?

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