Why Branding Matters?

Impactful Branding Strategy

As a business owner, you probably know that first impressions count, especially when it comes to your customers. Branding if done properly can be a highly valuable resource that speaks volumes about your company. As the saying goes “a picture speaks a thousand words”. By creating a recognizable, trusted and consistent image of your company, you’ll be able to win your customers’ attention and loyalty. Without that differentiation, they could easily flock to your competitors.

  • ­­What is brand? – The perceived emotional corporate image as a whole.
  • ­What is identity? – The visual aspects that form part of the overall brand.
  • ­What is a logo? – A logo identifies a business in its simplest form via the use of a mark or icon.

Branding is a lot like story telling. A well established brand, from it’s logo, to corporate identity to the overall brand must tell a story, one that speaks to your customers emotions but above all else one that instill trust in your product or service. Branding is both an idea and an image that people have of a product, service, or company. Storytelling affects your audience by tying the idea and image together—in a visceral way. By working with Jan Digital Studios and our leading team of branding experts we will work with you to develop your company’s brand that speaks to your audience and instills trust.

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Our Branding, Identity & Logo Design Process

Our comprehensive branding strategy ensures a perfectly crafted image of your company that communicates your values.


The discovery stage is an exploratory process for both Jan Digital Studios and the client. During this vital phase we look at the business goals of the organisation and dig deep into what the company wants the brand to communicate. While it may seem straight forward, to receive the expected results, we ask our clients to outline their company priorities and values, this is usually achieved through a a brand essence workshop we run with the client. This is important because it’s not the designer who sets the goals of a company or defines its personality, which is the bedrock of the branding process. It also allows our designers working on the branding to have a clear and concise vision, one that will mirror yours. While goals can be changed and modified later during the creative process, it is nonetheless vital to have some directives at the beginning.


Every great brand logo started out with a sketch, be it a doodle on napkin, or a carefully crafted illustration – all projects start on paper. Most often this is done during a brainstorming session, which is visual in nature and allows the client to be part of the creative process. At Jan Digital Studios our creative process integrates something we call mood boards, combined with reference imagery which is collected from the start, occasionally with assistance from the client who has sent over images that portray the look or feel of what they want communicating in the logo design. It allows us to better understand the theme or colours which are usually hard to describe. We also recommend that clients provide us with some visual inspiration if they can.


During this phase of the creative process, we showcase how a concept could look like in real life, be it on a shirt, building or paper, this will allow you to see the idea itself over the visual aesthetic. The initial design presentation is then exprted to a secure PDF format, allowing you to view it on a screen or print it out. We recommend that all our client print out the provided concepts. As a monitor may not show colours accurately, and the embedded print profiles allow for a more accurate representation of the finished design. Each concept comes in its own PDF, ranging from 5-10+ pages, depending on the scope of the project.

We advise clients to at least spend a few days, to a week, with the initial concepts, although first impressions are always worth noting. Print them out, stick them around the house or office and let the eye be drawn to them randomly, and naturally, as any real life viewer may do when encountering the Brand.


Normally, when we provide our clients with the initial concepts, we will naturally have a view of what we see as the “strongest” idea from the start, showcasing why we think a certain concept outshines the others, discussing the inherent qualities of the design if often part of the discussion.

Development varies considerably between projects, but overall, it is easier to develop the aesthetic side as supposed to the conceptual. Aspects such as an alternate colour scheme or typeface can change the ‘look’, but the significance or meaning behind a logo is much harder to modify.

Based on the feedback and discussion with the client, we will look into developing and tweaking a chosen concept. This may be minor changes to the colour scheme, looking at different layouts, or presenting some alternative typefaces for consideration. In almost every case, one concept will be perfect for the client, but on occasion, we have had to go down two chosen routes where a client simply cannot decide.

Final Logo

Once we have discussed with the client and provided guidance and once the client has decided on the final design, we jump back into work to make any edits, changes to colour scheme. This stage involves a more focused approach, where one concept is fully fleshed out. Further mockups of the final design can be realised on stationery or business cards as the next logical step.
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