Brand Development

Many companies are utilizing fractured or unbalanced marketing plans that don’t focus on strengthening their corporate brand. Learn how one successful branding & design firm helps their clients to develop successful branding strategies.

Being heard amid the roar of your competitor’s voices is a daunting task in today’s crowded marketplace. We find this to be shockingly true each time we read a magazine, watch the television, or surf the web. As a result, businesses are now seeking new and more effective ways of increasing brand awareness and more importantly, create brand loyalty. One of the most important tasks involved in ensuring a brand’s success, is to develop an effective branding strategy.

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Continue to Develop Your Brand

To successfully position your brand above your competitor’s continuing fight for your customers, you must develop a brand proposition that when conveyed in marketing and advertising campaigns, will provide an attractive, unique, and relevant message to current and potential customers. In addition, this proposition must be realized and consistently echoed by senior executives, customer support, R&D teams, marketing staff, sales staff, and strategic partners.

The purpose of this article is to provide an overview of an effective brand development process and is not meant to be comprehensive or represent strategic brand development in its entirety.

Why is Successful Branding So Important Today?

Though brand development is by no means a new idea, today consumers have more access to information and more choices than ever before. The result is higher expectations, and the brand’s message must captivate the consumer immediately. Companies seeking to experience long-term success will have to create the most compelling, relevant, and consistent brand experiences for their customers.

In order to successfully develop the most effective branding strategy, a firm understanding of what a brand is must first be answered.

The Brand Is Everything

Scott Bedbury is a leading branding consultant that has worked closely with companies like Nike and Starbucks, has written a book titled, “A Brand New World”, published by Viking Press. In it he gives excellent thorough definition of what a brand is.

“A brand is the sum of the good, the bad, the ugly, and the off-strategy. If is defined by your best product as well as your worst product. It is defined by award-winning advertising as well as by the god-awful ads that have somehow slipped through the cracks, got approved, and, not surprisingly, sank into oblivion. It is defined by the accomplishments of your best employee-the shining star in the company who can do no wrong-as well as the mishaps of the worst hire that you ever made. It is also defined by your receptionist and the music your customers are subjected to when placed on hold. For every grand and finely worded public statement by the CEO, the brand is also defined by derisory consumer comments overheard in the hallway or in a chat room on the Internet. Brands are sponges for content, for images, for fleeting feelings.