Brand development is a long-term process connected to consumer needs and competitive environments with a purpose of achieving specific goals. The strategic process gives impacts to all business’ aspects. The process begins with setting goals for the business. You need to have reasonable explanation about why you are creating a new brand and what you expect from launching the new brand. Your strategic branding efforts should be based on the long-term objectives you have set. Brand development contains some key aspects as follows.
They first major aspect of brand development is creating positioning statement. This statement is defined as an expression of how a particular brand fills specific consumer needs in a way its
competitors don’t. The statement briefly summarizes the position of your brand in only a few words yet clearly describes your brand story and what your brand can offer. There are some principles that you need to put into account when creating positioning statement. First, remember that you are creating a customer. Second, in addition to marketing, you need innovation. It is the creative force behind your brand. Ask yourself whether your brand is truly innovative or not. Third, keep in mind that customers don’t buy products. Instead, they buy results.
The second main aspect is the brand experience. It starts right after the first customers come to your store, land on your website, or make a phone call. Starting from the very beginning, you have to show that your brand is unique and pleasant. Building positive interaction is very important during this stage. Your purpose is to create a positive impression. Remember that brand and product is two different things. You are not just selling a product but you are creating a brand. Even when you have high quality products but the services are not good, costumers won’t be happy. It means that successful brand experience fails.
In addition to the brand experience, your brand essence also belongs to the key aspects of brand development. Every business has a different tone or characteristics that defines its brand. This core characteristic is called brand essence. It is an intangible attribute that differentiate your brand from its competitors. A brand essence is so important because it serves as a basis for your creative messaging. Besides, it functions as a strategy for your brand’s one and voice. It is about how your brand speaks and sounds to your customers.
Website, Logo, and Tagline
The other key aspect in developing a brand is the working with the website, logo, and tagline. A company needs to have a well-designed website as it is a medium that connect the business with the consumers. It is a place where potential clients can learn more about the products and services being advertised. Meanwhile logo and tagline sum up what the company is all about. Moreover, good logo and taglines make audience remember and recognize the business quickly and efficiently. For these reasons, website, logo, and tagline should be created in powerful and elegant way.