The entire process begins with a Brand Positioning Workshop (BPW) to determine the target audience, competitors, DOFA matrix, and overall strategy.
Then build the brand; Naming, Brand Character, Logo, Roots, Brand Purpose, Reason WHY, and Brand Statement.
NAMING is the search for a name, symbol or icon that defines the objectives pursued in the positioning. We focus toward value propositions, origin, kinship, image, essence, and identity, determined at the BPW.
After having a name comes the creation of a LOGO as well as BRAND STATEMENT of the brand and the impact it should generate.