We always start branding with some discovery. You will complete a Creative Brief to help get all of the important info onto paper, so to speak. You may already have some of this in the form of a business plan. Some of it you will likely have to think a bit harder about. This will be submitted to me (you should keep a copy too) and I will use your answers to design your logo, create brand messaging and define other visual brand elements.
I do research based on the answers in your brief and start concepting. You might get some preliminary sketches from me to make sure we’re headed down the right road. I send you your initial concepts to choose one from and we start perfecting it!
When all is said and done, you will walk away with a new logo in various formats and color spaces. It will be scalable and optimized for web and print applications. Your design will be ready to use “out of the box”. With standard logo packages you will also receive a neat little document called a Brand Guide that will contain stuff like proper usage of your logo, color values for print and screen applications, font names, sample brand messaging and sample imagery. This is an invaluable document when you have multiple people working on your brand management. Distribute it to anyone working on your social media, printing, website, etc.
PRO TIP: Another piece of the process is the Customer Avatar Workbook. This is just for you and totally optional. Some of my clients find it really helpful to imagine who they are serving. These can be just as fun as they are useful.