What’s the first step of the branding process? Hint: probably not what you think

If you’ve never built a company from scratch, this infographic from Creatage is a handy reference guide.

Depending on how you look at the graphic, a branding campaign starts with either a strategy or a logo–they claim strategy, yet the logo is the largest step, so it’s a little confusing.

However, [highlight color=”yellow”]I believe there’s one important step missing from. Take a look and then join me after the image…[/highlight]

So, what do I think is missing? Character? Your brand is an extension of your company’s character and no matter how cool your logo, how slick your web site, and how carefully crafted your marketing plan, it will all come apart if you try to build a brand that doesn’t match up with the culture and character of the company.

Before you get started on your next branding campaign, ask yourself, “who are we, what do we do, and how do we do it?” You’ll then build a brand around a solid foundation.