Brand development starts with understanding your brand. What does your brand stand for? What is your mission & vision for the future of your brand? Who is your target market and what is the true value that you deliver to them? What is your competitive advantage over your competition?
Your brand strategy is your brand’s launch pad for every branding and marketing effort. Without a solid brand strategy in place, your brand’s initiatives will be disconnected and lack the power of a unified message. With a well-conceived brand strategy, every communication will become more consistent, more inspired and more effective.
Your brand identity should encapsulate your brand’s vision and meaning in every element, but that’s just the beginning. It should also help you stand out from your competition in a meaningful and memorable way. It should be durable enough to stand the test of time, but be flexible enough to work anywhere and still be easily recognizable. Perhaps most importantly, your brand identity should make people feel a certain way when they encounter it.