Brand Development – What is it?

Brands are never completed. To stay relevant, they must adapt and evolve continuously.

The best brands live and breathe. Because the reality is that the world changes. Your company changes. The mix of products and services you bring to market changes. If the brand stays the same, it falls out of step and becomes redundant. This is where brand development can help.

Brand development takes the pulse of an existing brand and measures its vitality. Does it still reflect who you are and what you stand for? Does it speak to your target markets in a language they understand and respond to? Does it interact with the outside world, or has it become isolated and unheeding over time? Through the brand development process, we can take a step back and examine your mature or underperforming brand with fresh eyes. We closely audit and assess its overall health and mobility, and then we look at ways to refine and revive the visual and verbal vocabulary that tells your brand story. At the end of the process, your brand is re-aligned with your company’s goals, your customers’ desires, and the spirit of the times.

If your brand has lost power and resonance over time, or if it has never performed optimally, the process of conducting a brand audit and re-activating your brand components can be transformative.

What does it do for you?

A stale or misaligned brand has a negative effect on your ability to attract customers, differentiate, innovate, retain staff, and more. Brand development ensures you're capitalizing on the brand while reinvesting in the right places. Specifically:

  • Evolve the brand to fend off new competitors
  • Rediscover the values and customers that drive your business
  • Discover new, emerging, and underserved markets
  • Boost a trusted brand with new vitality and energy
  • Reduce marketing costs and eliminate media waste
  • Consolidate different brands in a merger

How we do it differently. Your brand is more than a logo and a tagline, and the brand development process should involve more than an update of graphic elements. Through primary and secondary research, we examine every element that makes up your brand, including your competitive landscape, your current and potential customers, your product roadmap, and the intangible, emotional elements that make you different.
Contact us to discuss what brand management could do for your business.