How to Create Branding for Your Business in 3 clear steps

A practical guide from concept to visual identity

In today’s digital world, branding is how a business communicates with its audience — visually, emotionally, and strategically. Through elements like a logo, branded merchandise, website design, social media presence, and presentations, a company builds a recognizable image — the one people associate with its values and personality.
Branding sets the tone and evokes emotion. It helps position a business as a bold, disruptive startup — or as a reliable, long-term partner. Every design choice contributes to how your brand is perceived.

In this article, we break down the key stages of building a brand that reflects your business DNA and conveys the right message — supported by real examples and behind-the-scenes insights from Svyazi. Communications agency.

This article is especially useful if:

Strong branding goes beyond aesthetics — it solves real business challenges:

When you have a brand identity and design templates in place, you don’t have to reinvent the wheel every time. You can easily bring in freelancers or external teams without sacrificing quality — everything is based on a clear system. It’s faster, more efficient, and more cost-effective than creating visuals from scratch.

Branding shapes how your audience perceives you. A clear identity helps you stand out in a competitive market, be memorable, and convey the right message — whether you want to be seen as bold, innovative, reliable, or all of the above.

When all your brand assets — from your website and social media to business cards and merchandise — follow a consistent visual style, every interaction feels familiar. Recognition kicks in:
"I liked their post the other day,"
"I remember reading their blog,"
"I saw someone wearing their merch in the city."
And if your brand messaging genuinely resonates with customers or team members, they’ll naturally become brand ambassadors — not out of obligation, but because they believe in it.

The first stage is all about immersion. At Svyazi. Communications agency, our goal during the briefing phase is to dive into the client’s business and build a detailed understanding of the task at hand.

The main goal of the briefing stage is to align expectations — both on our side and the client’s. Here, we act as strategic consultants: we dive deep into the business, explore the industry, and begin shaping a vision of the final outcome.
We clarify the core objective. What’s driving the need to build or refresh the brand? This defines how we’ll approach the project. Common triggers include:

• Launching a new business
• Mergers or acquisitions
• Entering a new market
• Shifting brand positioning

Each scenario calls for a tailored branding strategy — and it all starts with asking the right questions.

In 2023, Johnson & Johnson announced a rebrand — introducing a new logo and visual identity.
The risky part? Their previous logo had been in use for over 135 years. For many customers, especially in the healthcare and consumer sectors, the handwritten logo was part of their visual memory since childhood — instantly recognizable and emotionally charged.

The new design may be cleaner and more modern, but it also highlights the challenge every brand faces when evolving: how to move forward without losing what made you familiar and trusted in the first place.

Before the first meeting, we send out an interactive briefing form to help identify the client’s stylistic preferences. It takes just 15 minutes to complete — but gives us valuable input early on.
By the time we meet, we’ve already curated relevant references and case studies — filtering out ideas that don’t fit the brand vision. This saves time and ensures we’re speaking the same visual language from the start.

We gather as much information as possible about the company and its product:

This is where the creative phase begins. Our goal is to define a visual direction that best reflects the brand’s core idea.
Using insights gathered during the briefing stage, we build an associative framework — identifying the emotions, thoughts, and impressions the brand should evoke. From there, we develop a concept that captures this essence and translates it into a visual narrative.

The goal is to present a diverse range of ideas — so the client has room to choose. For example, one concept might feel warm and approachable, another could use bold illustrations, a third might be based on hand-drawn visuals, and a fourth might lean into a futuristic aesthetic.

Once the creative concept is approved, we move into the technical phase.
Based on the client’s goals, we apply the new visual style across all required brand assets — packaging them into ready-to-use deliverables and preparing all files for handoff.

We carefully design the logo to ensure it works across different use cases and formats — from full-size web headers to tiny social media avatars. It should look equally strong in a circle, a square, or a favicon.
We also test how the logo performs across different backgrounds — light, dark, or transparent — and on various branded assets like websites, merchandise, and social media platforms.

We compile all visual rules into a comprehensive brand guide — a document that outlines how to use the brand consistently and correctly.
It includes:

• Brand colors and combinations
• Logo variations and usage rules
• Custom patterns and textures
• Illustration and infographic styles
• Typography and spacing
• Dos and don’ts

The guide ensures everyone — from in-house teams to external partners — can apply the brand coherently without compromising the design system.

We usually recommend starting work on the landing page right after the brand identity is approved. A landing page is one of your brand’s most important touchpoints — and in most cases, it’s inevitable that you’ll need one.
It’s faster and more cost-effective to build it while we’re still deeply immersed in the project — when the creative concept is fresh, and we fully understand your positioning. This avoids double work later.
We can design and develop your site on Tilda or Webflow, handling the full process:

We can develop a creative concept for your social media presence — including platforms like Instagram, Facebook, TikTok*, and others — and define how your brand will look and feel across digital channels.
We’ll create branded design templates for key content formats — such as post covers, video thumbnails, and stories — tailored to your communication strategy.
To ensure your in-house SMM team or designer can maintain the new look consistently, we’ll also prepare a Social Media Style Guide. It will include:

If your team regularly prepares proposals or delivers presentations, we can create a custom slide template that sets a consistent visual standard for your company. Together with the client, we identify the most commonly used slide types and design them thoughtfully — including layouts for text, charts, illustrations, and key visuals. We also provide a usage guide alongside the template, so employees can easily customize slides without breaking the design system. This helps maintain brand consistency across all internal and external presentations.

Our goal is to ensure that anyone on the client’s team — even those who weren’t involved in the project or don't have a design background — can confidently use the final materials. We prepare and organize all files clearly and intuitively, so the brand can be applied easily across platforms, teams, and future tasks.