Research is highly important, it helps to clarify your brands vision, goals and values. Researching existing competitors, and existing perceptions of these that come from staff and customers (target market/ audience/ consumers) is highly important.
Clarify: You must see and know the environment, find out where is it exactly that you want your brand to exist and make it fit. What makes existing competition successful or unsuccessful, take what you learn and apply it to your own brand. What does the future of it look like?
Design Identity: Start to create your own brand based on the last two steps. The brand comes alive.
Touch Points: Develop the brands look and feel, apply the brand architecture and finalise the identity design. Then it will be phased into the world. Posters, websites. Anything that the consumer can interact with that represents your brand.
Manage Assets: Create plans for internal and external branding plans. Create a strategy, develop standards and guidelines to keep the continuity and atmosphere of the brand cohesive as it continues to grow in the long time.
Word Mark: A logotype; a standardized graphic representation of the name of a company or product used for purposes of easy identification. It is is often text with unique typographic or graphical treatment.
Logo Mark: A logomark is used to enhance brand identity and is an image or symbol used to represent a company. Logomarks do not usually have the company name attached and can give designers the opportunity to create strong branding identity.
Pictorial: Logo symbols are graphic icons, symbols or images that reflect the brand's identity or activity. Normally, these types of logos represent an object from the real world. Depicts a stylised version of something. Some pictorial marks depict something about the industry the brand is in, but most don’t — overly literal depictions are more likely to be forgotten and are more difficult to “own”.
Abstract: These are image-based logos that use abstract forms to reflect a company's branding. Unlike pictorial marks that represent a real object, abstract logo marks are more metaphorical. They usually consist of very simple geometric shapes: circles, rectangles, triangles. Abstract leads to brand names that are more descriptive because their logo just needs to be recognisable, whereas the name explains what they're all about.
Monogram: Traditionally, a monogram reads First Name Initial, Last Name Initial, Middle Name or Maiden Name Initial. With the Last Name Initial being the larger Middle Initial. Uses two or more letter forms.
Combination: A combination mark is simply logotype and logomark combined into one logo. Text and image or icons are combined to enhance the branding message and helps clarify what a business is all about.
Dynamic: What is a Dynamic Logo? A dynamic logo can adapt and shift according to the context it's being used in. Unlike static logos, dynamic logos are meant to transform depending on their environment.
Emblem: Also known as an emblem, the badge logo is a combination mark that is contained in an enclosed shape. Often the badge acts as a container for the brand name and symbol (or mascot), but in some cases the overall badge shape–Harley-Davidson, for example—takes on its own life as a visual identifier for the brand.