What does the journey to your new brand look like? A step-by-step process

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Hey there! Do you ever feel overwhelmed when you don’t have a clear map of where you’re going? I know I do! Feeling lost is not a fun experience. But you know what? You’re not alone! Many of us struggle with this feeling of uncertainty, especially when it comes to our work. We want to feel like we’re on the right path and making progress towards our goals. Having a clear timeline for every branding project is essential. This helps my clients and me enjoy the process and always stay informed of what’s next. So, here are the steps we will be taking during the creation of your brand.

Before our first online session, I need to have a better understanding of what your brand is about. This is why you will receive two short quizzes that I created:

  1. The “Entrepreneur’s Mindset” quiz. Strategic questions that will give both of us deep insights into your brand’s purpose.
  2. The “Uncover Your Brand” quiz. Another set of eye-opening questions that will help us start uncovering your brand.

Then, I will review your answers, and we’ll be ready to schedule our first online session.


Done with questions! Let’s start creating

During your branding project, we will have regular online sessions to present, receive feedback and keep going when approved. So, remember, there is no homework, but we will need your help to review the work during our sessions.

 Once you answer the questions  and I review your answers, we are ready to schedule our first online session.

A name that makes a difference

If your branding project includes naming, this will be the next step in our process. We will work on naming concepts to present to you and schedule our next session to review them together.

Finding the perfect name for your new brand is as important as creating the perfect logo. Our naming concepts will come with a story and ideas of how the name will work for your business. We also check the availability of domain names for your website, and usernames on Instagram and Facebook. We are looking for consistency across all platforms.

Stylescapes — defining the style of your brand

Stylescapes are strategically designed and well-planned mood boards. We usually present 2 to 3 stylescapes. On each you will see a curated collection of illustrations, logos, ads, photos, patterns and typography from other brands. Each element aligned with the style we recommend for your brand.

Stylescapes clarify the visual style you want for your brand. You will be able to choose the style that better connects with you.

Below are examples of 3 stylescapes for the same brand. In this case the client chose the third option, and from that inspiration we started building her own brand.

Stylescape for tax services brand
Stylescape for luxury real estate firm
Stylescape for aesthetic medicine practice


The logo. When your brand starts getting real

With a clearer view of how your brand should look and feel, we can now explore logo concepts. You will review 2 to 3 proposals of original logo concepts for your brand.

With the help of mock-ups and examples, you will see how each logo proposal will work in real life.

Remember that several revisions are always included with any design we create. Your feedback is very important, so we can apply modifications you consider useful to see.


Once you choose a logo concept, we can now proceed to work on your Brand Compass.


Brand Compass, your ultimate branding guide

 A Brand Compass is a style guide manual that will help your brand remain consistent across time, and make sure you are building brand recognition.

 Have you ever used a recipe book? Most of them include photographs, to be able to guide you on what the final result for each recipe should look like. Also included are lists of ingredients with step-by-step instructions on how to prepare the dish. If you follow the instructions, you can be sure, the dish will taste as delicious each time.

This is a good example of how a Brand Compass works. You’ll have a list of “ingredients” for your brand, design examples, and instructions. When you create a new social media post, ad design or even your website, you will preserve your brand’s style.

 While we work on your Brand Compass, you will also be able to choose your brand assets, and we’ll design them for you: business cards, email signatures, a letterhead, and more. You’ll have a list to choose from.

 So now that your brand’s visual identity is complete, it’s time for our last session. We will present all the project deliverables.

 We will review together all the information in your Brand Compass, so you can learn what’s included during our last session. You will be able to share it with designers that will help you create assets for your brand, so they have clear guidelines on how to create your website, uniforms, stationery, etc.



I hope this article gives you clarity about your journey ahead. My goal is to guide you and keep you informed, that’s why you will receive emails every step of the way.

I’m always available to answer your questions. Feel free to send me an email at miriam@foundbrands.com

I will respond as soon as possible.




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