Discovering and developing a company’s brand begins with a proven brand development process. But before an identity can be realized, a company must understand the process of creating the brand. A brand functions in a few different ways. It is used to show the company’s unique personality, encourage customer and market confidence and to create an emotional response to a company’s services or products. Successful branding can be a long and and expensive endeavor but by understanding steps in the brand developmental process, a company can benefit from successful branding.
Steps in the Brand Development Process
The point of brand building is to encourage loyalty from your consumers. An effective brand creates an emotional response from consumers when they associate your company with a particular need. The first step is to discover why your company is in business and to define the essence of the company. This will help you understand what emotional response you are actually looking for from your consumer base. Building an effective brand means consistently rewarding the confidence of your customers. Being able to connect to the consumer will determine your company’s positioning in the market.During the brand development process, you should assess some key aspects of your company.
- What does your company want to achieve? For example, if you own a maid service, is it the speed of the maid service or the cost of the service you want to help define your brand? There needs to be core values associated with you company’s branding, making your company unique. This is the discovery, the first step in the brand development process.
- Who is your target market? Brand development will depend a lot on your target customers. If you want to offer affordable maid services, there is no reason to brand yourself as a luxury service because you want to attract customers that assume affordability. This is part of your positioning.
- What emotional responses do you want to elicit from your customers? Is your company a caring company, family-owned, state-of-the-art, rebellious, etc? This will be known as your brand values. It is important to adhere to these brand values because for marketing purposes, you want to always depict these values to evoke the appropriate emotional response.
If your brand is the essence of your company, identity is how customers tangibly understand your company’s brand. During the brand development process, your company should effectively create an identity by considering your intended brand message, your intended company touch points and marketing design and messaging elements that best represent your company’s brand.
The Brand Development Process and Marketing
Company touch points are basically how the company interacts with the customer. The overall message of your company is the desired impression of your touch points, and company names, logos and other design elements help your company’s identity development. This is part of the marketing part of the brand development process. For example, if your message, through touch points, is that your maid service is a no-frills and affordable service, then fancy typography with design elements invoking wealth and luxury would be poor choices. The aesthetics, or look of the brand is a major touch point in modern business. To ensure the desired emotional response and encourage customer association, you must understand the cohesion between brand messaging, or marketing and the intended positioning you discovered during the brand development process.
By understanding the three steps–discovery, positioning and marketing–of the brand development process, you can effectively create a successful brand for successful presence in your company’s market.