Brand development is a strategic process of creating and distinguishing your company’s image, products and services from your competitors. Development includes aligning your brand with your business objectives, communicating your brand to your target market and updating or strengthening your brand as necessary.
Why Every Project Needs a Brand
Broadly speaking, a brand can be defined as a unique value proposition expressed in a relevant and differentiated way such that it creates preference and loyalty among key audiences.
So why is project branding important? Because your project can suffer in the absence of a compelling brand.
What is the branding process?
The branding process is a series of well-defined activities designed to develop a value system and communication framework for a business, resulting in a coherent brand identity.
The value system is what drives the people at the organisation, their shared vision of the company, and the principles they all believe in and project outwardly to audiences. The communication framework is the language, tone of voice and visual symbolism that the organisation uses to get their values across.
A complete branding process should consist of research, strategy and design stages, usually followed by the implementation or execution phase.
You might have heard of immersion instead of research, or planning instead of strategy. There are many different terms for the same things – some sound more mystical than others but the activities they describe are essentially meant to achieve similar things
The purpose of the process is to strike the right balance between information and intuition.