IMIS

Understanding the Concept

Building a brand identity begins by diving deep into the soul of a business. It’s not just about what the brand looks like — it’s about why it exists. In this discovery phase, we go beyond the surface through thoughtful conversations with key stakeholders, uncovering purpose, values, ambitions, and the unique traits that set the brand apart. It’s how we begin to understand not just what the brand says — but who it’s speaking to.

We also take a close look at the competitive landscape, spotting what others are doing and uncovering gaps or opportunities for differentiation. By studying the industry, current trends, and customer expectations, we start to envision where the brand can truly shine. This discovery phase provides the essential insights that inform every part of the brand’s identity. Our mission is to capture the brand’s core essence in a clear, guiding purpose that shapes every decision moving forward.

Strategy and Positioning

With a deep understanding of the brand’s core and its market landscape, we shift focus to strategy and positioning. This phase is dedicated to shaping how the brand will be seen and remembered by its audience. Effective brand positioning answers the vital question: What makes this brand the preferred choice over its competitors?

In this stage, we collaborate closely with our clients to craft the brand’s voice, tone, and core messages. These elements are crucial—they shape not just the visual identity, but the way the brand speaks and connects across all channels. We also develop detailed target personas, diving into the unique traits, desires, and challenges of the ideal audience. By creating a clear brand positioning statement, we lay a strong foundation that ensures every part of the brand’s identity aligns perfectly with its purpose and audience needs.