How we build strong, strategic brands: A clear process for company & organisation branding
At Twentyseven, we help businesses and organisations build brands that are clear, distinctive and built to grow. Whether you're launching a new initiative, repositioning your company, or refreshing your identity, our proven branding process ensures that your brand communicates with clarity, resonates with your audience and supports your long-term goals.
Here’s a breakdown of how we do it, step by step.
Step 1: Discovery & Brand Immersion
Every brand project begins with understanding. We hold a kick-off meeting to explore:
Your business objectives
Target audiences and user groups
Existing brand assets or guidelines
Brand tone-of-voice and messaging
Applications (digital, print, internal, campaigns, etc.)
Key stakeholders and approval processes
We also review your existing research, strategy documents, customer insights or marketing materials. If none exist, we can help build that foundation.
We supplement this with market and competitor research to analyse similar brands, uncover opportunities and understand the wider context in which your brand will live.
Goal: To align around your goals, audience and market landscape before creative work begins.
Step 2: Brand Articulation Workshop
With insights gathered, we facilitate a brand articulation workshop. This collaborative session helps your team define:
How your brand is currently perceived
How you want it to be perceived
What your brand stands for (values, purpose, personality)
What makes your brand different
We use visual metaphors, guided exercises and targeted questions to draw out meaningful, actionable insights from your team and stakeholders.
Goal: To develop a clear, agreed articulation of your brand’s strategic position and purpose.
Step 3: Narrative, Messaging & Tone-of-Voice
From the workshop outputs, we craft your core narrative, a top-line story that explains what you do, why it matters and how you're different.
We also develop a messaging matrix to align your communications with key audience segments, ensuring consistency while adapting messages for different needs and platforms.
Finally, we define your tone-of-voice, including guidance on writing style, brand language, and how to reference partners or internal teams.
Goal: To ensure every message is relevant, aligned and unmistakably yours.
Step 4: Logo & Visual Identity System
With strategy in place, we move into creative development. We explore several visual identity directions, each grounded in your brand positioning.
This includes:
Core logo design and variations
Colour palette and typography
Visual systems and graphic language
Photography and imagery guidelines
Real-world mockups and brand applications
We visualise how the identity works across internal and external materials, from presentations to social content to branded merchandise.
Goal: To create a flexible, modern identity system that’s instantly recognisable and easy to use.
Step 5: Validation & Feedback
For key brand projects, we recommend focus group testing or stakeholder validation. This ensures your brand visuals and messaging resonate with the people who matter most, customers, partners, team members or investors.
We gather structured feedback and make refinements as needed.
Goal: To validate the creative work and ensure it’s fit for purpose before rollout.
Step 6: Brand Guidelines
We package everything into a clear and accessible brand guidelines document, typically delivered as an interactive PDF. It includes:
Brand strategy summary
Logo usage and rules
Typography and colour specifications
Image and layout principles
Messaging framework and tone-of-voice
Co-branding, sponsorship, and usage examples
Asset files are linked directly from the PDF for easy access.
Goal: To give your team the tools to apply the brand correctly, consistently and confidently.
Step 7: Branded Templates
We create a set of custom templates for your key communication formats. These may include:
Social media templates (InDesign, Canva, Figma)
Presentation decks (PowerPoint, Google Slides)
Word and Google Docs templates
Reports, proposals, leaflets and digital ads
Internal comms and employer branding materials
Goal: To empower your team to roll out the brand without extra design overhead.
Step 8: Brand Handover & Team Onboarding
We host a handover session to review assets, answer questions and ensure your internal team is ready to launch and manage the brand. We provide technical specs, usage training and support documentation.
Goal: To ensure smooth brand transition and confident internal adoption.
Step 9: Post-Launch Review & Brand Roadmap
After launch, we revisit the project with a brand review session. We discuss what's working well, what needs improvement and explore how your brand can evolve over time, whether that means campaign development, content creation, or digital rollouts.
Goal: To support long-term brand success and strategic growth.
Build a Brand That Moves Your Business Forward
Our process isn’t just about great design, it’s about building a brand that reflects your values, connects with your audience and drives results.
If you're rebranding your company or launching something new, we'd love to help.
👉 Get in touch to book a free discovery call.