Brand development is discovering your brand’s authentic brand promise and then the development of communications to bring that message to life with your target audience.
Brand development for your business should recognise that your business is already unique. But more often than not, those qualities get hidden from the people that matter: the people who already share your values. We see it repeatedly; companies twist and turn to be what they think consumers want them to be. But as they chase a moving target, they lose the authenticity that made them brilliant to begin with.
Don’t try to be the next Apple, Uber or Netflix. Be you because nobody else can. You need the people who share your values to see your product or service and know there’s no choice except to choose you. Bringing out brilliant in your business has the power to turn a like-minded customer into a raving fan.
Because beige brands don’t inspire raving fans.
It’s time to show your true colours.
Where do I start with developing a brand?
Many people assume that branding is either the “logo” or something that falls somewhere between the creative and marketing departments. It’s actually a CEO-level initiative that drives the momentum of an entire organisation.
We help define what makes you unique because we believe that to build a successful brand, you need two ingredients: uniqueness and authenticity. Both come from honestly expressing your purpose and values, which means that you won’t just get customers, but you’ll be loved by those that share your beliefs.
Phase 1: Goal Post Alignment
Surprisingly, most companies don’t have a well-articulated understanding of who they are.
This phase aims to gather existing knowledge about what’s at the heart of your brand, then refine that into five concise statements.
Purpose: A great purpose at the core of a brand has the power to unite an organisation.
Vision: What does the future look like for your business? What are the short, medium and long term goals?
Values: What truths underlie the way things get done in your business? What are your principles? What governs your existence?
Positioning: What will your business be famous for?
Promise: Finally, what phrase captures it all?
As the Goal Post name suggests, this will ‘move’ as your brand develops through the process but serves as our valuable starting point.
What is the best approach to Brand development?
Phase 2: Discovery
We now immerse ourselves in your brand and the wider world in which it will live. Stepping into your customer’s shoes to see how they encounter your brand before, during and after engaging with your product or service.
We audit your brand to find the “brilliant” that’s at the core of your business, including reviewing existing assets and previous activity to build an understanding of what’s working, what’s not and most importantly, why. All this provides insight into how you are currently positioned versus how you will be positioned in the future. It’s also imperative for us to also evaluate the wider market from a brand perspective. We do this via a thorough graphic, positioning, messaging analysis of competitive products and their design equities and merits.
This phase serves as an opportunity to discover underutilised or even under-discovered touchpoints for where the greatest opportunities lie for building momentum in your brand. We then stress test and adjust the Goal Post Alignment accordingly.
Phase 3: Building your brand World
Now we begin to create your brand world, developing a look, a tone, a behaviour that’s indelibly branded and instantly recognisable. Because the strongest brands live in a world of their own creating. We build common cues and communication devices that will become synonymous with your brand. Design strategies are agreed upon among all stakeholders at every stage before moving to the design phase.
Phase 4: Design development and production
We now create a sweet of brand assets in line with our brand strategy. This allows us to develop uncommon yet practical solutions to real previously defined opportunities. We use a prototyping model throughout the design process, allowing all stakeholders to scrutinise concepts as close to ‘near life’ as possible. Design development is shared with all stakeholders through the process allowing them to sense how a concept will work in the real world. Problems can be identified and solved early with this staged design development process. Suppliers and other project partners are introduced into this process as required, meaning specialist expertise is introduced early, resulting in a team that’s already up to speed before final production.
Centrally managing project your brand development through a platform like Basecamp Can help centralise your brand development, meaning a single point of quality control that ensures consistent feedback and updates across all elements.
What are the benefits of brand development?
An effective and clearly defined brand strategy gives you a major edge in increasingly competitive markets.
The clearer your brand is attracts employees and customers to your brand.
Because you stand out and are clear about who you are and what you believe. Your audience becomes engaged and United because they share the same purpose or the internal talent, lowering recruitment costs.
Employees get more value through nonmonetary incentives, creating a lower base salary. Customers can be charged a higher price as you offer additional emotional benefits.
Fosters retention for employees and hence lowers the cost of training. Fosters repeat purchase recommendation and overall loyalty.