Once the brand is created, the implementation and positioning processes are what allow the brand to become both appealing and commercially successful.
In the implementation process a verbal and visual representation of the brand’s conceptual essence is rendered.
First, a verbal identity is created. The most important aspects of a brand’s verbal identity are the tone and style in which the brand is conveyed and, of course, the name. The naming process includes any necessary copywriting, as well as defining a system of consistent naming across the brand. Additionally, the tone and style of the written aspect of the brand is defined and any associated taglines are created. Finally, FORMA creates a manual of individualized style guidelines for the client to refer to in the future.
Secondly, a visual identity is developed for the brand. The visual identity should reinforce the verbal identity as well as generate a coherent and consistent visual system for the brand. In creating the visual identity aspects such as the brand’s logo, typographic system, and chromatic system are chosen as well as, in some cases, packaging, collaterals, retail spaces, architecture, etc. FORMA then creates a visual style manual for the client to refer to when further developing the brand’s image in the future.
Implementation further entails making sure the brand is internally consistent – that all aspects of the brand reflect its essence. This includes coaching the client team as to the daily alignment of the brand, as well as making sure that all available resources are being used to further the brand in the market.
Implementation also includes formulating a digital strategy for the brand. For this process, FORMA relies on the experience of its sister company VIRTUALTRIP