Product First & Then Brand
It’s sometimes confusing to distinguish which comes first; the product or the brand. It helps if you can first define a product and a brand.
The product, in this case, is wireframes. Your brand is the design and logo. It is the promise you make to your users. It’s what they expect to experience from your product. It’s also what differentiates your product from that of your competitors, but it isn’t necessarily your starting point.
We often explain to our clients why we start with wireframing their product before we pull in designers. The answer is simple, it’s easier to brand something that exists than it is to cram a brand into a new product. Build something first, and that will inspire the look.
You could hire the best of the best brand people in the world, but the first thing they ask you is: “What is your product?”
The truth is, both are important, but the quality of the product is what will create your brand in the beginning. The product defines the brand and not the other way around. Of course, there are some principles that you take into consideration when building the product which may eventually become part of the brand.