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How to Lead a Branding Project (Step by Step)

Renato Galisteu
uncool
Published in
6 min readDec 2, 2024

If you’re thinking about creating a new brand or revisiting an existing one — or if you’re working with someone who has these ideas — this article will guide you through a practical and (somewhat) structured process.

We’ll explore everything from the strategic foundations to execution, diving into frameworks, examples, and tips that can make a real difference in your project’s success.

Let’s start with the basics.

Branding or Rebranding?

Branding is the process of developing and strengthening a brand, which includes creating elements such as a name, logo, design, and a unified message that forms the identity of a business or product. Rebranding is when all these elements need to be revisited, often due to market demands, revitalization, mergers or acquisitions, corporate crises, or other reasons.

In both cases, the ultimate goal is to maintain competitiveness, relevance, and an emotional connection between the company and its target audience.

Brand Strategy Is Business Strategy

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uncool
uncool

Published in uncool

Uncool is a blog where we will share our thoughts about the power of narrative in branding, marketing, entertainment.

Renato Galisteu
Renato Galisteu

Written by Renato Galisteu

I helped people build their things, and I'm sharing here what I learned. I'm now building my thing. I'm a startup marketer.

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