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Witt and Company’s process for branding (or rebranding) your business

Mar 10, 2022 | Branding, Business Strategy, Rebrand your business

I’m giving you a deeper look inside my entire process for branding at Witt and Company. From the strategy, to the design, to the support and everything in between, ensuring you have a successful brand experience.

There is absolutely no shortage of talented brand strategists and designers. And the cool thing is that everyone has their own unique process and spin; because there isn’t necessarily one right way to do things. 

So today, we’re going to share our way. This blog post will walk you through our step-by-step process of branding and will be answering questions like, “What does it mean to be a strategy-first studio and what makes that different from a traditional brand design studio?” 

So, if you’re curious about the branding process and how we do things here at Witt and Company, this is one to check out.


In This Article

>> What it means to be strategy-first
>> Our brand strategy and message process
>> The brand strategy playbook
>> Our brand design process
>> The style guide and brand guidelines
>> Ongoing brand support
>> Rather watch than read?
>> Additional brand resources.


What it means to be strategy-first

When we reference our studio as strategy-first it means that we approach design from a strategic perspective. Now, there’s absolutely nothing wrong with designing something that is beautiful and functional. Especially when you’re just getting started and you don’t know a lot of the strategy behind your brand, having something that looks good will be the purpose of the design. 

However, there will come a time when your business is ready to be more intentional and strategic and that is our sweet spot. Everything we design, from the logo to the colors to a website to a social media template, is done from a place of intention. We do this by asking clarifying questions, rather than just jumping into the design. 

For example, when creating social templates, our first question is, “what are you talking about on social media and how does this fit into the bigger picture of your brand experience?” 

When you’re hiring a graphic designer that doesn’t emphasize strategy, more often than not, you’re guiding the route, holding the map and telling them where to go. There is most definitely a time and place for this type of relationship. 

Versus, when you’re hiring a strategy-focused designer, we look at the map together and decide the best route, based on your goals and vision. You, as the business owner, are not in the driver seat 100 percent of the time. This type of relationship is great for the businesses that need to take a step back and really put intention into their brand.


Our brand strategy and message process

Before we kick off the project with our workshop, we send you an in-depth brand strategy questionnaire. It asks you questions like, “What perception do you have people to have of your brand and how is that different from the current one?” and “What story is your ideal client telling themselves; the one that keeps them up at night as it relates to your offering?” 

The goal of the questionnaire is to take what’s in your head and get it down on paper. It’s long and challenging, and in-depth for a reason. The more clarity you can have around what your brand is all about, the better communication plan we can create and the better aligned your visuals will be to your desired experience. 

The project kicks off with a brand strategy workshop – this call is all about going through your questionnaire answers and pulling out the overarching brand strategy foundation; who you serve, what you’re offering, why the work matters and how you want people to feel when they experience your brand. 

From there, we’ll send over your brand strategy outline to make sure we’re on the same page in terms of how your brand will be communicated. 

Then, we’ll jump into our brand message workshop. This is where we determine the overarching thread that is woven into every brand communication touch point. The message that is communicated wherever your brand is showing up.


The brand strategy playbook

The brand strategy playbook is a tangible document that walks through your brand strategy foundation, positioning and messaging. It’s the reference document for consistent and cohesive communication. Think of this playbook as your go-guide that serves as your overarching plan for effective brand communication.


Our brand design process

With your communication plan in place, we then move onto the brand design phase of the project. Because we’re clear on how you want people to feel when they experience your brand, we can then use that information to create visuals that enhance and embody the desired experience.
We begin with the concept phase where you’ll see your logos in black and white, along with a color palette. The goal here is to not let color sway your decision – to see the logos in their most simple form so you can select the one that best fits your vision.
Then, we move into a second draft where the logo suite is in full color and you also receive a custom brand pattern.

From there, we wrap everything up in a final and send over your brand collateral – this can be custom brand icons, social templates, PDF template or presentation.


The style guide and brand guidelines

Once we finalize your visual brand, we wrap it all up into a few nice and easy to understand documents – a visual brand style guide and brand guidelines.

Your style guide is a one-page document that is the overview of your visual brand standards. This includes elements like your logo and variations, color palette, typography and brand pattern.

The brand guidelines are the more nitty gritty details on how to actually use your visual brand – things like logo size, what not to do to your logo and logo clearspace recommendations.


Additional brand support

If you’ve booked a strategic brand design package, it’s now time to wrap up our project. But don’t worry, we have additional ways to provide brand support, if needed.

Our strategic website design process is a great addition if you’re looking for a total visual brand experience. We’ll intentionally craft a website that supports you and your business goals.

Our design day is a great option if you want a handful of visual brand items created and don’t want to wait around for the back-and-forth that often comes along with a monthly retainer style relationship. The WCO team dedicates an entire day to creating your design needs and you receive final files by the next morning.

And that is a peek behind the curtain at what it’s like to get branding support from Witt and Company. 

If you’d like to learn more and are ready to create a brand you’re excited about, schedule a free consultation call here!

All my best,


Rather watch than read?

Additional resources

Part one of creating a website strategy is clarifying your website’s functionality.

Part two of getting clear on your website strategy that truly serves your business goals.

This post walks through the top five reasons it’s time to hire a branding professional.

The top five common signs you’re ready to dig in and rebrand your service-based business.


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