What is brand development?
Brand development is either the development of a completely new brand or the maintenance and further development of an existing brand.
What is the basis for brand development?
The basis for a successful brand is the clear alignment of the brand with the business strategy: how can the brand help to implement the strategy, for example, to achieve growth, enable internationalization or increase profitability?
What does brand development require?
The brand is developed in three dimensions:
- Through the development of a strategy-based positioning of the brand
- Through the development of a unique brand experience
- Through ongoing brand management
What is required for developing a strategic brand positioning?
Precise brand positioning ensures that corporate goals are translated into attractive communication. To do this, you need to define at least three elements: brand idea, brand story and brand personality. The positioning must also ensure that the brand is relevant to all stakeholders – while also differentiating itself from the competition. The positioning forms the strategic basis for developing the brand experience.
What required for developing a brand experience?
Brand idea and brand personality are translated into visual elements (logo, imagery, colors, typography, animations, secondary design elements, layout, etc.). These corporate design elements interact to create a coherent and intuitive brand experience that conveys the brand positioning.
What is essential for ongoing brand management?
To ensure successful implementation, the brand presence must be systematic, efficient and easy to use. This ensures that brand management costs can be reduced in the long term. Regular monitoring ensures that the brand remains relevant for all stakeholders and that the need for readjustment is recognized at an early stage. |
