You don’t want to read this part.

Creatives politely nod when planning (let alone ‘Process”) is mentioned and then get right on with the business of building stuff.

I’m just as stubborn. For years I started building without a process.

I skipped to the fun part, thinking I knew what people wanted and what design language they understood.

After weeks of work, I would march triumphant, grinning like a possum eating a sweet tater. I believed I had built yet another masterpiece. Sadly:

Without a plan, I ended up redoing most of the work.

Winging it never works. Your audience needs a consistent message.

This is not achieved by improvising your way through your branding materials. You need to approach brand building like a professional and think it through.

A methodical approach can seem stifling. But creativity without structure is like fuel without an engine. It burns brightly but doesn’t get you very far.

And unless you’re a celebrated modern artist, no-one will appreciate your chaotic mess.

A process also helps to get your team on board. A brand has to be carried by the entire organization, and:

Rallying around a common process helps build support.

Lone riders have to force their team into cooperation.

And unless you’re running a gulag, that might not be the way to go. So:

A process provides structure and support for your brand.

And unless you’re running a gulag, that might not be the way to go. So:

A process provides structure and support for your brand.

Luckily, I’ve build you one.