: What kind of goals would come out of a branding project (from scratch)? I posted this thread several days ago regarding typical goals for a rebrand — What kind of goals would come out of

@Caterina889

When designing from scratch the main priority, is defining the identity of the brand, and this is an accumulated understanding of the business from, It's goal, vision, mission statement, value proposition, target audience, market niche, and peculiarities that birthed the idea in the first place. Aside asking questions that relate to aesthetics and visual concepts, a good brand or logo design project should be able to distill all that information into a recognizable item that accurately and succinctly communicates the brand.

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@Shanna688

This is a broad question. You are not providing enough info as to why you need to come back to this.

When a business owner invests in marketing, what he eventually seeks is to boost sales, profit, company value, etc. This is the general purpose of marketing as a broad term. And yes marketing includes everything, branding, rebranding, website, brochure, pens with logos and planes with logos, you name it.

Even your example uses the term "stand out" which ultimately means getting more business. He doesn't want to show off his one of a kind logo. He wants to reach into his competitors' client base.

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