What is The Brand Development Process?
Brand development refers to the process of uncovering a brand and its essence. Brand essence captures the heart or soul of a brand; the intention is to create emotional connections between your products and services and your customers. A strong brand can conjure up associations, feelings, and emotions that go well beyond what a product or service actually does.
Successful brand messaging delivers a consistent and believable experience for stakeholders, internally and externally, which also requires that internal stakeholders support the brand wholeheartedly. In developing a company brand, it is vital to understand the perceptions of all stakeholders, including:
- Hourly and salaried employees—production staff input essential
- Mid- and upper-management
- Current customers
- Former customers (if possible)
- External stakeholders— Prospective new customers, vendors; suppliers
The brand development process is an extensive endeavor that explores brand delivery and perception across the board. Part of Grant Marketing’s discovery approach uses a process called laddering, which exposes the deeper meaning of the brand by progressively examining more abstract implications of a brand’s feature—from the company and product attributes to the greater social implications.