Brand development is the systematic management of all aspects of a brand’s presence in the market to align it with the company’s overall business goals.
It establishes a unique identity, differentiates a business from competitors through a process called market positioning, and builds a memorable impression in the minds of consumers.
Through consistent and strategic branding, companies can communicate their values, increase customer loyalty, and create trust.
This leads to a stronger customer connection and potentially higher market share.
But, like any process, there are common pitfalls to watch out for. You don’t want to stumble into those traps.
So, what can help you on this path? In this guide, you’ll find practical insights. You’ll see that it’s not all business. It’s about creativity, psychology, and even a bit of sociology.
Key Takeaways
- Brand development involves creating and establishing a brand’s identity in the customer’s perception, which includes researching brand concepts, utilizing communication tools, and building a reputation.
- A brand encompasses all aspects of a customer’s experience with a product or service, and successful brand strategies consider exactly what makes the brand unique, from product quality to customer service, to build and maintain the brand’s reputation.
- The brand development process includes identifying a target market, deciding on the brand’s direction, testing the brand with consumers, implementing the brand through various strategies, and maintaining the brand’s presence and identity in the market, with the ultimate goal of fostering customer loyalty and repeat business.
What is Brand Development?
Brand development is the process of creating and strengthening a brand’s identity through the coordinated use of marketing, communication, and design strategies.
For example, some companies may develop a product-focused brand (like the recognizable RedBull), while others establish a brand around their values (like the eco-friendly Green Toys).
Brand Development vs. Branding: Key Differences
Brand development is like a long-term business strategy. It’s about shaping and improving your brand equity over time. Think of it as defining your mission, values, and who you want to reach. It’s about making sure your brand’s identity fits with your long-term goals.
This process helps you stay relevant, even when the market or consumer tastes change.
Now, branding is a bit different. It’s about showing off your brand’s identity through visuals and words. This means designing your logo, crafting a catchy tagline, and keeping your voice consistent everywhere.
Branding is about making a strong, immediate impression on people. It’s how you make your brand recognizable. In simple terms, branding is where your brand development efforts come to life. It’s about turning your strategy into action.
Brand development is like the blueprint, the plan that sets the direction. Branding is the construction, the part where everything becomes visible to the audience.
By focusing on both, you create a solid and attractive brand presence.
In essence, brand development is your strategic thinking cap, while branding is your artistic brush. Together, they help you create a brand that not only stands out but also connects with people on a deeper level.
12-Step Brand Development Framework
The brand development framework shows the beginning-to-end sequence of creating, establishing, and refining a brand until it reaches the status you want. Here’s how the brand development process works in a 12-step framework.
1. Define Your Brand Purpose
Creating a clear brand purpose is key to building a strong identity. Think of your brand purpose as a guiding light, steering every choice and move you make. It should explain the change you want to bring to the market and how you want people to see you.
Start by asking yourself a few important questions.
- What drives your business beyond making money?
- What impact do you want to have on your customers and community?
This reflection helps you find the core values that power your organization. These values not only give you direction but also help build an emotional bond with your audience, making you unique in the market.
Write a short statement that shares your brand purpose. Make sure it’s real and matches your business actions and goals. Your purpose should connect with both your employees and your customers. When everyone knows and believes in this purpose, it boosts brand loyalty and involvement.
Think about it: your brand purpose is like the heart of your business. It’s what keeps everything going. It’s not just a statement; it’s a brand promise to yourself and to the people you serve.
2. Conduct Audience Research and Persona Creation
To build a strong brand, you need to know your audience well. If you don’t know who they are, how can you connect with them?
Start by gathering info about your potential clients.
Use surveys, interviews, and social media tools to learn about their age, likes, problems, and shopping habits. Check out forums and online groups where they spend time. This helps you learn the words they use and what they care about.
Once you have this info, create personas. These are detailed profiles of your ideal customers. Give them names, ages, jobs, and stories. What problems do they have? What are they looking for?
These personas aren’t just made-up people; they’re guides. Through them, you can shape your brand’s tone, messages, and products. They let you see your audience clearly and create plans that fit their needs.
Your personas are like a GPS for your brand. They help you find the right path to reach your audience. This way, you can make sure your brand speaks to their hearts and minds.
3. Perform a Competitive Analysis
To really stand out, you need to know your competitors inside out.
Check out the competition. Don’t just think about the obvious ones. Look at those who offer similar solutions, even if they’re not in your direct line of business. This way, you’ll get a full picture of the market.
Now, take a close look at what each competitor does well and where they stumble.
Study their branding, how they talk to their audience, and how they keep them engaged. What’s their secret sauce? Where do they miss the mark? These insights can help you find ways to set your brand apart.
Dive into their products, pricing, and how they get their products to customers. This can show you where there are gaps you can fill or where you can offer more value.
Also, keep an eye on their online footprint—social media, websites, and reviews are goldmines for learning about their customer interactions and reputation.
Use tools like a SWOT analysis to break down what your competitors are all about. This method ensures you don’t miss anything important. Stay alert to industry trends and changes, as these can affect where your competitors are strong or weak.
4. Craft a Brand Positioning Statement
A brand positioning statement is a concise description of what a brand stands for in the context of the market. It defines the unique value the brand offers to its customers and how it differentiates itself from competitors.
This statement is usually one or two sentences long and clearly articulates the brand’s target audience, the benefits it provides, and the reasons why it is preferable over others.
Why is this statement important?
- Clarity and Direction: It provides clear guidance to all internal stakeholders about what the brand aims to represent. This ensures that all marketing, product development, and customer service efforts are aligned with the brand’s core message.
- Differentiation: By defining how a brand is different from its competitors, the market positioning statement helps to distinguish the brand in a crowded marketplace. This differentiation is critical for capturing the attention of consumers and carving out a unique space in the market.
- Communication: It serves as a foundational tool for all communication strategies. With a strong positioning statement, marketing teams can develop more targeted campaigns that speak directly to the brand’s intended audience, reinforcing the brand’s message and benefits.
- Consistency: A consistent brand message helps in building trust and loyalty among customers. The positioning statement ensures that the brand’s identity and message remain consistent across all channels and touchpoints, which is essential for long-term brand recognition and customer retention.
5. Establish Brand Differentiators
In a world full of choices, you want people to remember you, right? Brand differentiators are your brand’s unique perks or benefits that really connect with your audience.
So, how do you figure out what makes your brand special?
Start by taking a good look at what makes your product or service different. Is it some cutting-edge tech you use, or maybe your customer service is out of this world? Or perhaps you’ve got features that no one else does.
Now, let’s talk about the folks you’re trying to reach—your target audience. What do they need or want that others aren’t giving them? Maybe your brand solves a problem in a way no one else can. To get a handle on this, you might want to run some surveys or gather feedback.
This info is gold; use it to show off what makes you stand out.
Once you have all that figured out, it’s time to put it into words. Create a message that’s clear and grabs attention. Avoid those overused phrases like “great quality” or “fantastic service” unless you have proof to back them up. Instead, be precise about what sets you apart.
Think about this: When you’re crafting your message, consider the emotions and values that resonate with your audience. Maybe it’s about trust, innovation, or community involvement. These elements can deepen your connection with customers.
6. Develop a Brand Voice and Tone
Did you ever think about how your brand’s personality comes through in what you say?
It’s all about having a clear brand voice and tone.
Your brand voice is the special way your brand talks to people.
It’s the same everywhere—whether you’re sending an email, posting on social media, or writing a blog. This voice should show your brand’s core values and mission. It helps create a persona that your audience can recognize and relate to.
First, determine the traits that define your brand. Are you friendly and easy-going, or more formal and serious? Your tone might change depending on where or what you’re communicating, but it should always fit with your voice.
For example, a serious tone might work for industry news, but a fun tone could engage people on social media.
To keep things consistent, make a brand voice and tone guide.
This guide should list words or phrases your brand likes (or doesn’t like) and show how to change the tone for different situations. By doing this, you’ll help your team communicate clearly and together. It makes sure your brand voice connects with your audience and makes your identity stronger.
In short, your brand voice isn’t just how you sound—it’s who you are.
7. Design a Visual Brand Identity
Building a strong brand identity starts with the visuals. They’re how people see and remember you.
- Begin with your logo. It’s like the face of your brand. Make it simple and easy to remember. It should show what your brand is all about.
- Think about colors next. Colors bring out feelings and can change how people see you. Pick colors that match what your brand stands for and what your audience likes.
- Fonts matter too. Choose ones that are easy to read and fit your brand’s style. Whether you go for modern, classic, or quirky, staying consistent is key. Use the same fonts everywhere to keep things looking uniform.
- Your images and graphics should echo your brand’s message. Whether you use photos, drawings, or icons, keep a consistent style. High-quality visuals show professionalism and care.
- Make a visual brand guide. This is a document that shows how to use your logo, what color codes to use, the right fonts, and how images should look. It helps everyone working on your brand to stay in sync, keeping everything consistent across all platforms.
8. Craft a Brand Story
Creating a memorable brand isn’t just about pretty visuals. It’s about telling a story that clicks with your audience. Your brand’s story encapsulates the essence of what your brand stands for, its history, values, and the journey that has shaped it.
The story not only provides context to the brand’s products and services but also inspires and resonates on a personal level with audiences. It helps make the brand more memorable and increases the likelihood of word-of-mouth promotion.
First off, nail down your brand’s core values. What makes you stand out? Why are you here? How do you help solve a problem or meet a need? This story should feel real and approachable, showing the human side of your business.
Let’s break it down.
Start with the spark—the challenge or chance that got your brand going. Then, talk about the journey, the bumps in the road, and the wins along the way.
Wrap it up with your brand’s vision and how you hope to change lives. Use words that speak straight to your crowd. Make them feel like they’re part of your story.
Keep it consistent. Your story should flow through everything—your website, your social media, all of it. This builds trust and makes that emotional bond stronger.
Remember, a good story can make people believe in your brand and cheer you on.
9. Build a Strong Digital Presence
Building a strong digital presence is crucial in our connected world. It’s how your audience finds, learns about, and interacts with your brand.
First, make sure your website is easy to use. It should look good and work well on phones. Your website often gives the first impression—so make it a great one.
Next, think about social media. Choose platforms that fit your brand and reach your audience. Share valuable content regularly and talk with your followers. Answer questions quickly. Social media isn’t just a loudspeaker; it’s a place to build relationships and community.
Don’t overlook search engine optimization (SEO). It helps people find your brand easily. Use the right keywords, create a good content marketing strategy, and get backlinks to rank higher in search results.
Email marketing is also key. It’s a great way to keep in touch with your audience. Send them personalized and useful content that makes a difference in their lives.
Lastly, keep track of your digital activities. Use analytics to see what works, understand your audience better, and tweak your strategies.
Building a strong digital presence is a continuous journey, not a one-time task. Make sure you’re always adapting and learning. Stay updated with new trends and technologies. Embrace the ever-changing digital landscape to keep your business brand relevant and engaging.
10. Create Brand Guidelines
Clear brand guidelines make everything look and feel consistent, no matter where people find you.
First things first, think about the heart of your brand. What’s your mission? What do you see for the future? What values do you hold dear? These are the building blocks for everything else you’ll do.
Next up, how does your brand speak? Is it formal or chatty? Are you the friend next door or a wise guru? Your voice should match who you’re talking to and the industry you’re in.
Now, let’s dive into design. Pick colors that match your brand’s vibe. Sticking to the same colors helps people remember you. Choose fonts that speak to your brand’s personality too.
And make sure your logo works everywhere—whether it’s on paper, a website, or a phone screen.
Create a guide that’s easy to follow. Show what to do and what not to do. This includes how to use your logo, where to put your tagline, what kind of images to use, and other important visual stuff.
11. Monitor and Measure Brand Health
You want to stay strong and competitive in the market.
To do this, track key performance indicators (KPIs):
- brand awareness
- customer perception
- loyalty
These are like the vital signs of your brand. They help you know how people see your brand and if it clicks with your audience.
Here are simple steps to do this:
- Ask your customers for their thoughts. Conduct regular surveys and feedback sessions. What do they think and feel about your brand? This gives you a clear picture of your brand’s strengths and weaknesses. It’s like getting a health check-up.
- Check out your social media engagement and online reviews. They can tell you what the public thinks about your brand.
- Make reviewing these metrics a habit. Set a regular schedule for it. This helps you adjust and improve your brand management strategies quickly.
12. Rebranding: When and Why?
Rebranding is a big decision that becomes necessary in specific situations. It’s a strategic move that can change how you fit in the market.
One common reason is when a company’s image or identity feels outdated. As trends and consumer preferences evolve, a fresh brand identity can help maintain relevance.
Sometimes, a business grows or expands into new markets. When this happens, their current branding may not fully capture their new direction. A rebrand can better align the brand with its evolving products, services, or goals.
Rebranding is also crucial when facing new competition, as it can help differentiate the company and reinforce its unique value proposition. Major changes like mergers, acquisitions, or restructuring often call for rebranding to unify the business under a cohesive identity.
In cases where a brand needs to recover from a poor reputation or PR crisis, rebranding offers a way to rebuild trust and re-establish the brand’s relationship with its audience.
Examples of Companies with Effective Brand Development Strategy
Brand identity is how customers feel about your brand after you develop it and they engage with it. Their engagement may or may not involve knowing your company name, but it does typically include knowing the name of your product.
Here are some examples of how brand identity works in practice.
Case Study: LEGO
When was the last time you bought a LEGO set and the right pieces simply didn’t fit together?
Probably never, because LEGO has stringent quality control standards. Only about 18 pieces out of every million produced have problems. Even then, manufacturers catch most of them, ensuring they don’t even make it into the playsets. On the rare occasion that a bad part slips through, LEGO replaces it on request.
Size tolerances on LEGO products are within 0.001 millimeters. For context, the average piece of paper is about 0.1mm thick, so LEGO products are accurate to within 1% of the width of paper. That is a truly impressive rate of precision marketing, and it’s so precise that every single part they produce is compatible with bricks from 1958.
Quality control standards aren’t one of the things that LEGO advertises much. They focus most of their marketing efforts on new sets and collections, often made to coincide with releases from partner companies. However, people who play with LEGOs naturally learn that everything fits together.
These things result in a degree of trust in the company and brand that you can’t get from basic marketing business practices or search traffic. LEGO doesn’t need to be as precise as they are. However, going the extra mile makes them a trusted brand despite the high prices of their products.
Amazon
Amazon is so massive that it’s awkward to use them as a study, but we’re bringing up their business because they have a different type of branding than most companies.
Specifically, Amazon’s authentic brand is its service. Sure, they have things like web hosting and entertainment, and those can draw customers in. They even have their own store brand of products, but that has almost no impact on what people think about them.
Amazon’s brand is essentially the following: “sell everything and deliver quickly.” You can buy almost anything you want on their site, with consistently fast shipping even if you choose their slowest option. Amazon is a relatively rare example of a service-based brand – rather than a product-based one – which makes it so interesting.
Of course, that speed doesn’t come without problems. Problems that escalate too far can destroy a brand overnight, so you can also think of Amazon as a high-risk, high-reward proposition.
The result is consistent brand development that’s made their business into one of the most valuable companies in the world. At this point, most of their marketing goes towards specific products rather than the site itself. People don’t need to be told that Amazon exists, so marketing money can go elsewhere.
Hololive
Let’s talk about something a little more unusual.
Hololive is a Japanese entertainment company operating as a subsidiary of Cover Corp., a technology company. Since late 2020, they’ve focused on expanding outside of Japan and providing content that’s more accessible to the rest of the world, and with resounding success.
The company itself consists of several groups of variety entertainers that mostly use digital avatars and stream material over the web. After about two years of minimal success, Hololive managed to take advantage of viral content to attract interest.
Since then, it’s become one of the most well-known streaming companies, functioning differently than individual, independent streamers have in the past. As of late 2021, according to records, Hololive owns all of the top five worldwide channels for YouTube’s Superchat donation system and eight of the top ten channels.
This brand success is astounding for a brand that’s only four or five years old.
That’s not the reason we’re using them as a case study, though. What makes Hololive worth studying as a company is how they did it.
Broadly, each new group of entertainers they release has done better on launch than the past group. The success here is because the previous entertainers each attract followers (i.e., customers) individually, and those customers often go on to support the new entertainers and continue the cycle of growth.
Tools and Resources for Brand Development
Having the right tools and resources can make a big difference. They help you work faster, spark creativity, and give you important insights.
Start with a solid brand strategy platform. Tools like Brand24 or Sprout Social let you track your brand’s online presence and engagement. They give you real-time data so you can tweak your marketing strategy on the fly.
For design, Canva and Adobe Creative Cloud are must-haves. They help you create eye-catching content with ease. Plus, they come with templates and design brand assets to keep your branding consistent across all platforms.
If you’re focusing on brand storytelling, try using StoryBrand. It’s a platform that helps you craft a story that connects with your audience. This emotional connection is crucial for a strong brand identity.
Don’t forget to gather feedback from your customers. Tools like SurveyMonkey or Typeform make it easy to get insights directly from your audience. Knowing what your customers think can help you make smart changes and come up with new ideas.
Keep an eye on your brand’s performance with analytics tools. Google Analytics and SEMrush give you data on how you’re doing and show you market trends. This information is key to staying ahead.
Finally, use project management tools like Asana or Trello. They keep your tasks organized and ensure your team works well together. Meeting deadlines is crucial, but so is maintaining quality.
With the right tools, you can build a brand that truly stands out. Whether you’re tracking online presence, creating stunning visuals, or organizing tasks, these resources are your allies. A strong brand not only attracts customers but also builds lasting relationships.
Final Thoughts
Brand development is complex. Figuring out target audiences, deciding what to do with the brand, and buying the technologies necessary to make it work may require years. That doesn’t even consider the new marketing tactics it may need to maintain the brand after launching it.
However, creating a complete brand development guide can help any company understand the way forward, measure its success, deal with problems, and ultimately establish a lasting and powerful brand among its customer base.
In even simpler terms, it’s garbage in, garbage out. The more you put into brand development, the more you’ll get out. Going halfway on the planning and stopping there will prevent a brand from reaching its full potential.
FAQs
Here are some common questions people have about brand development.
What is branding?
Branding is more than just a logo or visual identity; it’s the overall perception of your business in the public eye. It includes your brand’s values, messaging, and the emotional connections it creates with customers
Why is branding important?
A strong brand helps differentiate your business from competitors, builds customer loyalty, and establishes trust. It makes your business memorable and aligns your products with your target audience’s needs
How do you build a brand identity?
To develop a cohesive brand identity, you need to focus on several elements such as your brand’s mission, vision, values, personality, and tone of voice. These should be consistent across all touchpoints.
What makes a brand unique?
Your brand’s uniqueness comes from its personality, tone, and how it stands out in a crowded market. Identifying what sets you apart, such as your customer experience or a specific value proposition, is key
How do you maintain brand consistency?
Consistency in messaging, design, and communication builds recognition and trust. Regular monitoring, customer feedback, and internal brand guidelines can help ensure consistency across all channels
What is the difference between branding and marketing?
Branding defines who you are, while marketing is how you promote your brand to your audience. Branding is about creating your identity, and marketing is about communicating it effectively
How do you increase brand recognition?
You can boost recognition by maintaining consistent messaging and visuals, leveraging social proof, and ensuring a strong presence across various channels, from digital platforms to physical spaces
