Brand development
Brand development involves creating and enhancing a brand's identity, image, and reputation to resonate with the target audience. It encompasses activities such as defining brand values, positioning, and messaging, as well as designing visual elements and communication strategies. The goal is to build a strong and recognizable brand that differentiates itself from competitors and fosters customer loyalty.
8 Key excerpts on "Brand development"
eBook - ePubGlobal Brand Management
A Guide to Developing, Building & Managing an International Brand
- Laurence Minsky, Ilan Geva(Authors)
- 2019(Publication Date)
- Kogan Page(Publisher)
...Many entrepreneurs with more of an engineering or tech background might not even understand the need for a brand-development process. The problem? Customers will assign a personality, values, positioning, associations and more to your product or services based on the visual and verbal cues you give them in your product design, brand experience, packaging, advertising and more. So, you will have a brand no matter what; it just might not be an advantageous one and it could even be one that suppresses sales and profits. 1 What’s missing from this ‘hurry up’ approach is all of the thinking and decisions that should inform the development of the logo, colour choices, the image style (and whether it should even be a photograph or illustration), tone of voice and, most of all, the brand actions. The goal of a brand-development process is to bring alignment to all of the elements and give the brand room to accommodate and be relevant to various audiences and situations, but still consistent enough to be seen as coherent and believable. The good news is that developing a brand foundation – its DNA – is not as hard as it looks. There’s a simple process for thinking it through and there are tools to help you organize the elements. But it does take time, discipline and attention to detail. In addition, there are just a few foundational elements that need to be determined...
eBook - ePubBranding & AI
Leveraging Technology to Generate Brand Revenue
- Chahat Aggarwal(Author)
- 2021(Publication Date)
- Business Expert Press(Publisher)
...Still, it is essential because it is the pivot of your brand identity and is communicated consistently in myriad ways throughout your business. The fact that it makes a difference is ubiquitous and should be common knowledge. 2. Brand identity Brand identity is a recognizable brand and visible to an audience, including color, design, and a brand’s logo. It’s how a business presents itself to the audience and distinguishes the company in consumers’ minds. Put simply: brand identity is what you can see in your brand. Brand identity consists of various elements, including: • Logo or wordmark • Different logo variations • Key brand colors and color palette • Typefaces • Typographic treatments • A consistent style for images and content • Library of graphical elements • Style guide • Your visual identity on social media 3. Brand marketing A company’s brand also represents its market identity, which includes abstract things like trustworthiness, quality expectations, promise delivery, customer support expectations, and so on. Effective brand marketing mandates the capabilities of a brand to communicate a clear and compelling message. It additionally consists of the ability to collect and analyze data that supports your marketing message. That is précising why there is a need for developing marketing degree programs. These processes are complex and intricately woven together with a unique marketing communication that is very important for your business to function par excellence. What is marketing communication? Marketing communication refers to all such activities and initiatives undertaken by brand managers to build and maintain the brand image among the targeted customers (Duncan and Mulhern 2004). It is a strategic decision that drives competitive advantage to attract, retain, and leverage customers (Kitchen, Joanne and Tao 2004)...
eBook - ePub- Harriet Posner(Author)
- 2011(Publication Date)
- Laurence King Publishing(Publisher)
...This presents a challenge to designers who must create and develop new product collections on a regular basis. They must ensure the integrity of the brand remains intact and create the sensation of permanence for customers, even when the products in-store change on a frequent basis. Even though the theme, concepts, colours and fabrics might be different for each seasonal collection, the overarching branding, brand message and values need to remain consistent. Levi’s trademark red tab outside their flagship store in San Francisco. The iconic Swoosh is used to brand the Niketown store. Branding is essentially about building a relationship between consumer and brand. This is why a thorough knowledge and understanding of consumers is so vital and why companies invest so much time and money in consumer and market research. The more intimately a company understands its customers, the better able it is to develop products, services, retail environments and marketing strategies that encourage consumer engagement, promote loyalty and foster trust in its brand. So to summarize; the aim and purpose of branding is to: • Tap into values and beliefs • Create connection • Generate emotional response • Provide reassurance • Ensure consistency • Build loyalty • Add value and charge a premium An important element of branding is to develop and establish what is known as a brand identity. This is one of the foremost tactics for achieving the emotional connection with a target audience that is so vital to the concept of branding. Brand identity Brand identity is controlled from within an organization and should relate to how the company wishes consumers to perceive and engage with the brand. People use brands, and fashion in particular, to make statements about themselves – the meanings and associations consumers have with brands will be closely connected with how they want to feel, how they want to be seen and how they wish to be perceived by others...
eBook - ePubThe Professional's Guide to Business Development
How to Win Business in the Professional Services
- Stephen Newton(Author)
- 2012(Publication Date)
- Kogan Page(Publisher)
...04 Your brand: development and management W hy is your brand important? It defines in the mind of your clients and prospective clients what it will feel like to work with you. If you are to live up to that brand promise, it will inform if not actually dictate the strategy and the design of your business, its systems and the way in which you deliver value for clients. It must be realistic and authentic for you, because it will set the standards by which you will live and work in your business life (and perhaps also your personal life). Ultimately, your personal brand and your business brand should become interchangeable. A failure to deliver on your brand promise will destroy your credibility with almost unbelievable speed. With that in mind it is helpful to design and develop your brand effectively at the outset, because changing it creates distractions and dissonance for your clients and may even call into question your credibility in your chosen role. What is a brand? The meaning of the term ‘brand’ has become unduly complex in the minds of marketing professionals for whom it has taken on an almost mystic aura: ‘If we can only get the brand right then we’re home and dry!’ Despite Luddite tendencies among many who are not marketing professionals, much is invested by professional services firms in ‘Brand development’: logo design, creative strap-lines and slogans and of course colour schemes that are carefully chosen to reflect abstract ‘core values’ such as solidity or youthfulness...
eBook - ePubWhat's in a Name?
Advertising and the Concept of Brands
- David M Jones, Jan S. Slater(Authors)
- 2014(Publication Date)
- Routledge(Publisher)
...The process of strategy development is a vertical one. It depends on information analyzed within a brand audit, focusing on the various components of the brand. These include the company, the market, the competition, the consumer, and the brand itself. The audit leads to the determination of the problem or opportunity that the advertising will attempt to influence. This key fact drives the strategy. The strategy incorporates three subjects: the target group, the proposition, and the role of the advertising. The target group is defined in terms of its product usage, demographics, psychographics, and its relationship with the brand. There may be several target groups, but they should be ranked in order of importance, with a realistic estimate of whether each group can be reached and influenced by the same campaign. The proposition provides the arguments and the tone for the development of the creative idea. The key components include the brand’s functionality, uniqueness, added values, and the balance of these within the advertising. Finally, the role of the advertising determines how the campaign should work. There are six roles that work to affect the knowledge, attitudes, and/or behavior of the target group. If advertising strategy is used as a necessary process and embraced as the foundation and the benchmark for creating the campaign, the advertising itself can indeed make a strong contribution to building the brand. Notes 1. Edward de Bono, Lateral Thinking (New York: Harper and Row, 1970), pp. 38–45. 2. Ibid., p. 51. 3. Kevin Lane Keller, “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing (January 1993): 1–22. 4. Kevin Lane Keller, Strategic Brand Management: Building, Measuring, and Managing Brand Equity (Upper Saddle River, NJ: Prentice-Hall, 1998), pp. 46–53. 5. John Philip Jones, How Much Is Enough? Getting the Most from Your Advertising Dollar (New York: Lexington Books, 1992), p...
eBook - ePubTourism Marketing for Cities and Towns
Using Social Media and Branding to Attract Tourists
- Bonita Kolb(Author)
- 2017(Publication Date)
- Routledge(Publisher)
...This brand message will then reinforce positive or change negative feelings and perceptions of the city. If tourism marketers use inconsistent promotional messages they will simply confuse the potential tourist as to the features and benefits of the city. The brand message makes a promise to the potential visitor of what they will experience when they visit. The value of the brand is reinforced every time the promise is kept. A positive brand image is not created by the marketing department alone but also by the features, benefits, and values of the physical city and its residents. The value is also built by the visitor (Baker 2012). They do so by communicating the experiences the visitor has before, during, or after the trip. Branding is the process of creating a slogan and then designing a symbol or logo that together with the slogan will communicate to potential visitors the image of the city along with the features, benefits, and values it has to offer. While the words and symbol used together are simply thought of as a brand, the term brand name actually refers to the words while the term brand mark refers to the symbol or logo. The development of a brand is a creative process that can require a high level of expertise. If no one involved in the process of developing the marketing plan has this level of creativity it may be necessary to seek the advice of a marketing professional. Despite the time and effort required, creating a brand that will come to be identified with the city is a worthwhile use of resources. Benefits of destination branding Destination branding benefits visitors, marketers, and the community as a whole. It assists visitors by reducing purchase risk. It assists marketers by providing a strategic focus. While communities can benefit by increased pride of the residents in what they have to offer visitors. First, branding reduces risk for consumers when purchasing a product. This is of critical importance for people contemplating taking a trip...
eBook - ePubClever Girl Finance: The Side Hustle Guide
Build a Successful Side Hustle and Increase Your Income
- Bola Sokunbi(Author)
- 2021(Publication Date)
- Wiley(Publisher)
...CHAPTER 4 Building Your Brand and Marketing Your Business Your potential customers need to know you, like you, and trust you. Then they’ll buy from you. #CLEVERGIRLSKNOW DEVELOPING THE LOOK AND FEEL OF YOUR BRAND Branding is an incredibly important part of a business. It is essentially the look and feel of your business, and it ties directly into the way your potential customers perceive your business. This perception includes what they think about your online presence, your storefront, and the actual products and services you have to offer. And this perception is also important for building likeability and trust. Branding is much more than just having a nice logo. So many people assume that once you have a nice logo, your branding is set, but a logo is just a small part of your overall brand. With so many businesses, products, and services competing for your potential customers’ attention, your brand can be your key differentiator among your competition. Developing the look and feel for your brand means creating a brand identity that ties into your business vision and mission, which we discussed earlier. Your brand identity is essentially made up of various components and design elements that create the image of your business for your customer. It includes your business name, logo, color palette, and typography/fonts. These pieces can then be leveraged to convey your brand identity through your website, storefront, social media presence, product packaging, customer emails, business cards, and more. An example of a popular company with a great brand identity is Apple. Its brand identity is clean, sleek, and modern. Simple fonts, simple palettes, and a simple yet unmistakable logo. All of these elements encourage Apple’s customers to focus on the technology and the quality of its products. You don’t necessarily need to see the logo to know its product...
eBook - ePubBrand Transformation
Transforming Firm Performance by Disruptive, Pragmatic and Achievable Brand Strategy
- Keith Glanfield(Author)
- 2018(Publication Date)
- Routledge(Publisher)
...These actions depend upon how far a firm’s corporate brand has already developed and what its next stage of development is. For some firms the immediate priority is to start doing the simple things well, shaping and organising the basics of the corporate brand into a foundation for its future development. Some firms already hold a fully formed corporate brand but its current configuration does not serve the firm well. Here a brand requires re-focussing on what is important for it to make a future commercial difference. Certain brands are more effective than others at building a cohesive community of stakeholders who are strongly affiliated with and committed to the firm. Using brands to influence the social identities of stakeholder groups is a tricky but necessary stage in the development of a corporate brand. To bring about changes and to maximise the commercial contribution of a corporate brand requires effective deployment. Understanding where to apply it and for what reasons is an essential part of making the most of a brand’s latent potential. Finally, some firms hold the potential to form and build a strong brand community. The challenge is to decide where to start and to find a route into stakeholder groups that not only is immediately relevant but also forms an enduring basis on which to both form and develop the community in the medium to long-term. In considering developing and making changes to a firm’s corporate brand, a number of immediate actions can be taken: Do the simple things well : In order for the name of a firm to evolve into a corporate brand, it requires putting into a setting that evokes what the firm stands for (i.e. configured into a logo). The name should be configured in a typeface and colour commensurate with the impression the brand wants to evoke. In addition, the setting for the name of the firm is as important as the name itself...
