of the brand. Remember that people buy with emotions, so it’s es- sential to describe the emotions you want your brand to evoke in your target market. This will help us to create visuals that hook your audience emotionally and draw them closer to your brand. Creating a new brand identity is like starting a new business. In this process, the research phase is critical to ensure that your brand is unique and has a place in your niche. 2. The Brand Research Phase Once we understand the brief, we should conduct research on your field to know about your target audience and your competitors. The more we know about your audience, the more we can create a visual identity that will appeal to them. While we are researching, we should be collecting visuals along the way. This is all part of the creative process. We start by researching the competitive landscape. We also explore branding trends relevant to your marketplace and brainstorm cre- ative ideas as a team. Then, we provide you with conceptual ideas and direction of how your brand identity could look aesthetically with brand ‘mood boards’. www.cafeimage.design FEATURED ARTICLES 55