nobody asked | developing a brand mark

---

Recently, I've explored fermentation and kombucha-making, seeking non-alcoholic beverage alternatives. My curiosity quickly turned into action: within a week of my first kombucha batch, I created a brand, printed labels, wrote a business plan, and outlined an operating budget. I couldn't resist diving into the details of the potential of turning this hobby into a business.

To make the most of this energy and process, I decided to share my journey. This way, I can illustrate the questions and steps I take for both my clients and myself. If you are interested in this full series, please check out the related posts.

---

What is your mark? Answering this question is the next step of my branding process but developing a logo can be tricky.

I’ve found that the onboarding process with most designers and agencies overlooks the level setting necessary for most people to feel prepared to participate. Most people don’t understand what to expect or find the design process uncomfortable or ineffective. Creating consistency to establish your brand’s visual identity (VisID) is one of the primary goals of branding. A smooth and successful process comes from approaching this step with clarity on your goals. 

That doesn’t mean that you have to know what you want to receive, but it does mean that you need to be ready to talk about your brand and what you expect to receive at the end of the process. Think of it like this – when you go to a restaurant, you don’t know what you are going to order but you know what you are in the mood to eat. 

The elements of branding include: 

Brand Name

We discussed this in detail in the last installment of this series

Logo

We are here - developing a brand mark

Color

A defined color palette allows each brand to create an element of brand recognition for your audience but can also symbolize an undercurrent of storytelling for your brand when done intentionally

Typography

Typography is important(!) – it helps identify  your brand's visual voice and streamline the application of titles, subheadings, and body of text – not to mention that many great logos are just wordmarks

Graphics + Images

Another element of visual consistency; graphic treatment, photographic style, and videography all play a part in your brand’s visual identity

Tone + Voice

This is all about how you communicate the personality of your brand and the style of how you speak to your audience

Slogan/Catchphrase

This doesn’t always apply externally but represents an ethos, vision statement, or intention that you can use as a grounding point for your brand at any time

There is much to consider when creating your brand’s VisID to effectively and collectively demonstrate your brand identity. Keeping in mind the ethos of your brand, everything begins with the logo. The biggest mistake I see people making with developing logos is wanting it to do and be too much. 

The best logos are simple, memorable, and timeless. 

The thing that people don’t understand is that it is difficult to create something simple. It’s a big feat, but it is very obtainable if you are ready to participate. Many people find frustration in not receiving logo sketches they like and not being equipped to share constructive edits. 

Remember, there is a difference between a vibe and a mark. Creating a mood board helps create a vibe, but is only a reference for the conversation of your brand mark. Designers desire clear and consistent feedback to incorporate meaningful edits for the next round. 

Before you hire someone for your branding, consider the following:

• Shop around: It is important to talk to a few people before engaging someone to avoid hiring multiple people for the same work

• How you like to work: You know how you communicate and work best – share this with the people you consult with before you hire them, and make sure it is compatible with their process

• Design portfolios: Look at people’s work from the perspective of both aesthetics and breadth of skills. Make sure that you have someone who is skilled in a variety of styles and has experience either working with different industries or your specific industry

• Know the workflow: Understand when you have working sessions to discuss your brand and expectations with the designer, how many edits you have, and when to expect deliveries. You might get fired as a client for too many edits, so be intentional and thoughtful in your responses. Graphic designers are artists, but they understand you hired them for a job and it is important to be honest and share examples, when appropriate, to help illustrate what you are trying to express 

• When it’s over: “When you know, you know” can be said for finding your logo; don’t overthink or second-guess yourself. That being said, you also know when it is not working, and sometimes you need to take the “L” and find someone new to help you find your mark

Okay, let’s get back to TULPA. I knew that I wanted to keep with the esoteric symbolism and spiritual alchemy themes, so I started a Pinterest board for inspiration. I drew up a few sketches to begin my VisID journey. 

Do you have any favorites?