How we develop the ideal “brand vibe” with the client

Before we create even a single pixel of the design, we at HCG corporate designs clarify one central question:

How shall the brand feel?

This so-called "brand vibe" – the emotional impact of the brand – is, for us, the crux of a successful branding project. Because one thing is clear: anyone who waits to figure out what their brand actually wants to express during the design process is wasting time, energy, and money.

Or to put it in the words of one of our clients: "Helene Clara Gamper works in a highly structured way, which is extremely helpful in the development process when creating new products. Apart from that, she is very creative." – Friedrich Gitterle (mein EBL-Kurs)

The "brand vibe" – the emotional foundation of a brand

In over 15 years of design agency experience, we've learned: When designers and clients share the same emotional vision, the entire creative process runs more smoothly – from the first scribble to the final handover.

That's why we define the desired brand vibe (or brand expression) together with our clients before we even begin to design.

What should the target audience feel? Trust? Inspiration? Exclusivity? Energy? Or something completely different? These are our starting points – and they make a huge difference.

Interactive Tools for a Clear Vision

To create true emotional clarity, we use interactive online tools that we have tailored to our specific process. One highlight is our brand questionnaire, which guides our clients through targeted questions in just a few minutes and uncovers exactly the insights we need for a tailor-made branding.

The result:

• Fewer misunderstandings

• More clarity and security on both sides

• An enormously efficient design process

Our 3-Step Approach to a Strong Brand Identity

1. Define the Brand Archetype

Every brand has a personality. We identify a brand archetype – essentially the “character” of a brand, just like a buying persona represents a customer in sales. This gives us emotional clarity and a strong foundation to build on.

2. Set the Visual Directions

Instead of jumping straight into colors or fonts, we first define broader design paths such as modern vs. traditional, theory vs. practice, or careful vs. brave. These directions act as a compass for all future design decisions.

3. Translate Directions into Design Elements

Finally, we make these directions tangible: pastel tones vs. bright colors, round shapes vs. sharp edges, static images vs. dynamic motion. These choices bring a brand’s personality to life visually – long before the first logo draft is created.

By the way: In case you're a designer, every detail of this framework is explained in “The Ultimate Masterclass for Branding & Web Design”, so you can apply it to your own projects and achieve even stronger results for your clients.

Fewer correction loops, more enthusiasm

Thanks to this clear foundation, we typically only need two revisions for professional web design, brochures, or branding – sometimes even just one. Why? Because we know where the journey is headed from the very beginning. Our clients feel understood and involved – and we design with a clear goal in mind.

For us, the defined brand vibe is like a compass: It ensures that we all move in the same direction – without detours.

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Want even more insights? Check out our masterclass!

In our "Ultimate Masterclass for Branding & Web Design," we demonstrate exactly how we develop the brand vibe with our clients, which tools and questions we use, and how this leads to a flawless branding strategy. We also provide exclusive insights into real client projects.

This is ideal for anyone who wants to professionalize their creative work, avoid misunderstandings and work more efficiently.

Check out the Masterclass