Logical Alternative Blog


Developing a Strong Brand Identity

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What is a brand? It is a unique collection of key messages and visual identity components (including logos, colors, fonts and imagery) that convey the essence of your company to the marketplace. A strong brand creates a powerful connection between you and your customers, employees and other key stakeholders. Developing a brand is more than just a creative exercise; it’s a discipline involving research and analysis, plus structured management and implementation.

In today’s crowded landscape, a strong brand cuts through noise and clutter and delivers a clear picture of who you are and what you do. A brand lets you formalize and codify the creative identity and approaches that work to create a market presence that is unique to you.

About Us

Since 1992, Logical Alternative has been working with companies to build strong brands. We apply a proven, industry-agnostic brand development process that works for both business-to-business and business-to-consumer companies. We use a combination of strategic questions, market research, and a creative process designed to identify imagery and typography that represents your company's unique stance and message.

Our Process

Our Brand Development Methodology

We apply a proven brand definition methodology to build a unique, compelling brand for your organization.

Phase I: Facilitate Brand Workshop
We meet with you to come to an understanding of what your brand is and also to learn more about your organization. This informal session helps identify your key target audiences, perceptions of current brand name and identity, current market position, customer decision-making factors and more. At the end of this session, we will have collected key internal perceptions that will shape your brand identity.

Phase II: Perform Market Research
After securing your insight, we validate your brand perceptions via market research. We also evaluate key competitors’ brand positioning to ensure your brand platform is distinctive.

Phase III: Develop Alternative Creative Approaches
We prepare a minimum of four different creative directions for you to evaluate. We deliver these approaches for your review. At this stage, you may request additional refinements, or revisions, the first three hours of which are included.

Phase IV: Implement On-Brand Marketing Communications
After you’ve selected your creative direction, we deliver a brand visual identity and messaging guide to facilitate brand roll-out in all your communications materials. We can collaborate with you to prioritize implementation of your brand in your corporate communications, deliver brand-compliant designs for various vehicles (for example, website, email templates, etc.) or take on creation of any or all of your communications materials. The final artwork will be provided in vector format suitable for use in any print, video, or digital media.

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