Long-term marketing support for a brand, based on the definition of the characteristics of the target consumers. It includes understanding of their preferences, and expectations from the brand.
Brand strategy is an aspect that should be in every single designers thought process from start to finish, when designing branding. Keeping the end result of the brand strategy will help you make design decisions based on how the imagine of the brand will last after you have received the pay check.
It's all about how the imagine of the brand will connect with the target audience. How will they receive it, and will their perceptions change after 1 year or 5. It's not about designing for the here and now it's about creating a piece of timeless design that can last 10 or 20 years. Essentially the concept and approach to the strategy has to be well thought out not only by the design by also by the marketing team and they will mostly be in charge of the brands image and identity one your part of the process is over with.
At the moment Hardshell Labs brand is practically non existing. The overall brand has not been implemented. Therefore, the user can't fully take in the experience needed in return for the target users trust and loyalty. The brand has to be consistent and remain functionable.
Therefore, once I start designing the brand for Hardshell labs the mind set should be how can this brand go on further once I've finished. How can i design the logo in a certain way to create a timeless design, which is visually and conceptually strong throughout. The logo and brand has to be designed to connect to the intended user that they keep coming back and interacting with the brand. This won't stop at the logo, the consistency will have to be implemented across all platforms in all aspects like Print, digital and social media, all which has a vital role to play
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