The brand identity process: from analysis to handover
Author: Matthias Wimmer · Published: April 24, 2023 · Updated: October 16, 2025
How is a brand identity developed strategically?
A brand identity isn’t created by chance, but rather through a structured process. This guide shows small and medium-sized businesses and startups how a design agency proceeds in five steps – from analysis to further development – and who is involved in the process.
A company’s visual identity is the face of its brand strategy. A successful brand identity must be carefully crafted to match the company and its goals.
A structured process ensures that every step is well thought out and planned.
As a brand identity agency with over 25 years of experience in developing corporate identities, we would be happy to assist you in developing your brand identity.
5 steps to creating a brand identity
We use a structured process to professionally develop your brand identity: from corporate identity to a successful corporate image. Methodical – professional – digital.
1 Analysis
- Strengths and Weaknesses of the Existing Brand Identity
- Industry, Target Audience, and Competition
- Objectives for the New Corporate Image
2 Concept
- Company Values and Core Messages
- Brand Design Guidelines
- Creative Ideas and Concepts for the Brand Identity
3 Development
- Logo design that represents your company
- Creation of design elements
- Print and digital applications
4 Implementation
- Creation of the required files
- Implementation of the new design
- Documentation and training
5 Evolution
- Evaluation
- Adaptation and Optimization
- Maintenance and Further Development
1. Research and analysis
The first step in the brand identity process is to understand the company’s identity. The goal is to translate the corporate identity and brand identity into a corporate image.
The process begins with a detailed briefing. You can use our briefing form to prepare.
What is your company’s DNA?
During the analysis phase, we work closely with you to get to know your company. We gain an overview of your company’s values, target audience, industry, competitors, and market. This forms the foundation for developing a brand identity strategy.
This information is necessary for developing a visual identity that represents your company and appeals to your target audience.
Result
- A clear understanding of your company’s values, personality, and positioning.
- Your company’s short-, medium-, and long-term goals.
- Insights into the needs and preferences of your target audience.
- An analysis of your competitors’ brand identities.
2. Strategy and concept development
Based on research and analysis, we develop a brand identity strategy. It establishes the fundamental criteria for the development of the new brand identity.
The foundation of brand identity
Once we have a good understanding of your business, we begin developing creative concepts for your brand identity.
We design various approaches for your logo, typography, color palette, and visual language. This results in a distinctive and convincing brand identity with high recognition value.
We develop a clear direction for your brand identity that aligns with your company’s values, personality, and positioning. We also ensure that the design concept works effectively and visually appeals to your target audience.
Result
- A design concept that includes a color palette, typography, visual language, and other visual elements perfectly matching your business’ needs.
- Design concepts (mood boards) that are reviewed and evaluated in light of your goals.
Your direct contact for brand identity
Matthias Wimmer
If you’d like to learn more about working together, you can discuss a project directly with Matthias Wimmer.
Ready for a free initial consultation?
3. Brand identity development
Once the creative direction has been agreed upon, the design development process begins. This includes logo design, defining colors and typography, creating graphics, and establishing guidelines for visual language.
The design comes to life
This phase involves refining the selected design concept. We develop all brand identity applications that make up the new brand identity. Together, we ensure that the new brand identity meets your expectations. We take into account how the design will be implemented across all platforms, including print, web, and social media.
This step involves the actual creation of your brand identity. We ensure that the brand identity is visually appealing, functional, and consistent across all touchpoints of your brand.
Result
A consistent and cohesive brand identity that reflects your brand’s personality, values, and positioning.
- A consistent brand identity that reflects your brand’s personality, values, and positioning.
- Logo design or logo redesign.
- Definition of fonts and typography.
- Development of a color palette.
- Definition of visual language and illustrations.
- Design of graphic elements and icons.
4. Introduction and evaluation
The brand identity will be implemented across all relevant platforms – for example, on websites, social media, in printed materials, and on other channels. Guidelines for the consistent application of the brand identity across all platforms will be defined.
We document these guidelines in a simple and clear manner in a style guide or brand book. This makes it easier for users to apply the design and ensures consistent use of the brand identity.
Result
- Implementation of your brand identity across all touchpoints of your brand.
- We document the guidelines in a simple and clear manner in a style guide or brand book, as exemplified by our CD Guidelines.
5. Further development of the brand identity
Once your new brand identity is in use, we’ll support you with ongoing evaluation and refinement. Your brand identity should continue to meet your needs and goals well into the future.
Consistency and effectiveness are guaranteed. This helps build brand awareness, loyalty, and credibility.
Result
- Ongoing evaluation and optimization of the brand identity.
- Building brand awareness, loyalty, and credibility.
Every project starts with a conversation
Whether it is brand identity design, a website or animation: let us talk without obligation about how to present your company effectively.
Benefits of a structured design process
Consistency
The result is a brand identity that is consistent across all platforms and creates a cohesive and recognizable brand identity.
Efficiency
A structured design process helps identify and solve design problems early on. This reduces the need for revisions and saves time and resources.
Communication
A clear framework for the agreements between the design team and the client ensures that everyone involved works toward a common goal and that the company’s vision is realized.
Positioning
A structured design process includes an analysis of the market and the competition. This is essential for creating a brand identity that effectively positions the brand in the market.
Our article “What are the benefits of brand identity?” explains the specific benefits that a well-thought-out branding can bring to your company.
Who is involved in the brand identity process?
To ensure the success of a brand identity process, it is important to involve various stakeholders. This ensures that the design aligns with the company’s brand strategy and overall marketing goals.
In addition, the project participants serve as advocates and ensure that the new brand identity is accepted and implemented within the company.
Marketing manager
The marketing manager should lead the project and work closely with the design agency to ensure that the brand identity reflects the brand strategy and overall marketing goals.
Responsibilities include:
- Provide a clear briefing to the design agency that outlines the company’s brand strategy, values, target audience, and communication goals.
- Hold regular meetings with the design agency during the development of the design strategy to ensure it aligns with the company’s marketing goals.
- Approve the final design concept and ensure it aligns with the company’s overall marketing and brand goals.
- Oversee the implementation of the brand identity across all marketing channels and touchpoints.
Brand manager
The Brand Manager is responsible for ensuring that the brand identity aligns with the company’s brand identity and values.
Responsibilities include:
- Collaborate with the design agency to ensure that the brand identity reflects the brand’s personality, values, and messages.
- Provide guidelines and examples for the brand’s tone of voice, visual identity, and core messages.
- Review and approve design concepts to ensure they match the brand’s identity and values.
In-house graphic designers
The in-house graphic design department should work closely with the design agency to be involved in the development of visual concepts. It must later implement the brand identity across all marketing channels.
Responsibilities include:
- Collaboration with the design agency on the development of visual concepts.
- Input on the development of design templates to ensure consistency across all marketing channels and touchpoints.
- In-house implementation of the brand identity across all marketing channels, including print materials, digital platforms, and social media.
Web developer
The web developer should be involved in the process to ensure that the brand identity can be effectively implemented on the company’s website.
Responsibilities include:
- Collaborate with the design agency to ensure that the brand identity is optimized for the company’s website and other digital platforms.
- Develop the website and ensure that the brand identity is effectively implemented.
- Ensure that the website is user-friendly and optimized for search engines.
- Monitor website analytics to identify opportunities for improvement.
Looking for a brand identity agency in Munich that can help you develop a new Brand Identity?
More insights on this topic:
What is brand identity?
Definition and significance for your brand.
Learn more about brand identity here.
How much does brand identity cost?
How much does it cost and what factors influence the cost?
Here you can learn more about the costs of brand identity.
Briefing for brand identity projects
Are you planning a brand identity project but aren’t sure exactly how to get started?
Take advantage of our brand identity briefing.
Reap the benefits of brand identity
Would you like to develop your brand further? Contact us today to get started on your brand identity project.
We’d be happy to discuss how we can help you achieve your brand goals.