Brand development is the process of creating and strengthening your organization's market positioning, name familiarity, and perceived quality and/or value.
Invest in your most valuable asset!
Your brand is perhaps your organization’s most valuable asset, as it is the identity which represents your reputation and visibility within the marketplace. This is why it is ultimately important for your brand to closely align with your business objectives.
Grow customer recognition and raise brand appeal
Strengthen customer loyalty through shared values
Gain a competitive advantage through differentiation
Improve your overall credibility in the marketplace
A business strategy is the context for a brand strategy. You must understand where you are going and how you will get there before creating the vehicle.
Identify Target Customers
You must clearly define prospective customers and segment them based on their needs before you can build a message that will truly resonate.
Define Brand Positioning
Create a clear definition of what makes your organization different from it's competitors, and why potential customers should choose you.
Form Messaging Strategy
This step includes translating your Brand Position into product and services messaging tailored to each of your segmented target audiences.
Name, Logo & Tagline
While a name change is often not needed, choosing the right one initially is greatly important. A logo and tagline must also support an overall strategy.
Your business cards, letterhead and other marketing and sales assets must also work together to support a specific look, feel, tone, and perspective.
More about Brand Development Strategy
When considering brand, one should really factor in name, terms, designs, symbols, tones, perspectives, or any other feature that identifies or represents an organization distinctly. This might include how and where your product and services are presented, your method and tone of communication to the public, how you answer your phone, how you sign emails...anything that ends up being a representation of your business...large and small.
Developing a brand is a critical long-term investment that allows potential customers to easily identify who you are, what you do, and how you do it. This more easily understood definition also makes it easier for them to share and promote you regardless of medium. It truly is the sum of all your moving parts, which is why it's so important to have a strategy and plan. It will help shape almost every decision you make as you build your business with the intention of creating a consistent message and ultimate success.
For almost 20 years, I have specialized in the areas of brand and product development, marketing strategy and plan execution, business development, operational process strategy, technology deployment, and enterprise level search engine optimization (SEO) for B2B and B2C organizations. I have a proven track record of directly and indirectly increasing sales, market share and profitability.