Brand Development

What is a brand?

Your brand is the promise you make to clients when they do business with you.
—Drew Boyd, Branding Fundamentals and Inside the Box

Successful brands have four important qualities.

They are authentic, relevant, consistent, and committed.

Building Your Brand

We’ll begin the process of developing your brand by posing a set of questions designed to illuminate what is most important to you and your endeavor.

Who is your target audience and what beliefs do you have about them?
What kind of promise will you make and is it the best possible one to choose?
What kind of experience do you want your clients to have with your brand?

Brand Aspirations

As we develop your brand, it will soon:

show who you are
share your values and core purpose
make a promise to your clients
set your brand apart from the competition
inspire loyalty with clients and followers
demonstrate how you live your values and purpose, and
convey how you support your brand and continue to invest in it.

From there, we’ll create key statements for your brand: an identity statement and a purpose statement, along with a mission statement and a vision statement if your business will be cause-driven or if you lead a nonprofit organization.

Visualizing Your Brand

Finally, we’ll develop a visual representation of the intrinsic attributes of your brand concept. Let’s think of it as your digital brand book.

Depending on your needs as well as your budget, this may include:

logo design
color palette
font styles
typography
image collection
writing style
tone of voice

Typography is the art and technique of arranging type to make written language legible, readable, and appealing when displayed.

Bringing It Together

The output of your brand development is your digital brand book—a set of digital assets along with mutually-approved branding standards. When followed, they will keep your brand consistent and memorable.

Quite naturally, you may arrive at the decision to develop your brand after you have carefully thought about what types of products, services, or programs you would like to offer. Products, services, and programs are actually part of your marketing strategy, which often materialize before your brand concept.