As a brand development agency, we find that sometimes it can be difficult to understand how important brand development is and that it isn't just about fancy logos and colours. We find all too often that businesses will have a designer knock them up a logo in a few minutes and they think they have a "brand".
It is to note that brand building, strategy and development is complex and requires a team and not a sole individual.
To make things a little clearer, so that your average Joe can understand what exactly brand development is, I will provide the scope in the form of a recipe - everyone knows how to cook, right?
Ready, Steady... COOK!
The Brand Development Recipe
As with any food recipe, there are two parts we must include for this to work:
Now, let's break down each part, starting with the ingredients. In this analogy, you can consider your brand development agency as a team of chefs at a Michelin star restaurant who will be cooking up the brand for you - the chefs know the best ingredients, formulations and methods for cooking.
Brands aren't just made up of one ingredient, there are many ingredients involved that when combined make up a brand strategy.
Here are the main ingredients to make a brand:
Objectives & goals
Communication & messaging
These are our overall ingredients, but there are sub-points that fall underneath them, for example, communication will include your logo, strapline and other tools to communicate your brand. For this analogy, we won't go into too much detail, just enough to understand the concept of brand development.
Now we have our ingredients, we can follow a method to help make the brand. Now, just like with food, there are many different methods to make the same dish. They all have different cooking times, specifications and techniques. Each brand agency will have its own method, what we call a process. For example, here at Dupree International, we have created a solid process over many many years, which allows us to consistently produce amazing brands, no matter what sector or market a business may be in.
Once our method is used and we have formed the brand we can then move to the next step.
Once you have cooked your dish, you will want to serve it up it. In this case, we will be taking the brand and presenting it visually. We’ve developed the strategy, but now we need to roll out the tactics.
When we present brands, we like to present what your brand will "look and feel" like in as many relevant applications and concepts as possible, this is likely to include:
Social media & PR
And there you have it! You now have a perfect Brand that you can share with your audiences, knowing they will love it and want more.
I hope this has helped your understanding of brand development. If you want us to get our chef whites on and cook a brand up for you, get in touch.