The branding process typically follows a universal five-phase methodology:
: Define core values, positioning, and a "big idea" that differentiates the brand. Designing Brand Identity
Designing a brand identity is the process of creating a cohesive "personality" for a business that translates its values and goals into a visual and emotional experience. According to the seminal work Designing Brand Identity by Alina Wheeler , this involves a strategic methodology designed to ensure a brand is meaningful, coherent, and durable. The Core Methodology Designing Brand Identity
: Helping customers choose from a vast array of options. Designing Brand Identity
: Communicating the quality and value of a product or service.
: The Brand Story and Tone of Voice define how the brand communicates its mission and values.