What is brand development?
I get this question regularly.
My answer is it’s like building a home. Your brand development is the framework and foundation of your home.
If you don’t create a floorplan for your home—defining its foundation and how all the internal elements work together—your home will fall apart. The same can be said about brand development. If your business doesn’t dedicate time to defining your brand, it too will fall apart.
So, what exactly is brand development? It is the process of maintaining the quality, distinctive marketing assets, and consumer trust of a brand. It’s a continuous process that is never finished. Great brands recognize this, and revisit their development on a regular basis.
Your brand is your business’ most important asset. This is partially why brand development is a never-ending process of establishing and strengthening your brand.
The three phases of brand development
- Define your brand strategy the right way and align it with your business objectives.
- Create the tools you need to communicate your brand, e.g. your logo, tagline, and website.
- Strengthen your new or updated brand.
Your brand development strategy
All ten of these steps help define strong brand development. The entire process takes time. Create your plan, promote your brand, track your progress, and adjust as needed.