Brand Development Strategy

From the CEO's Desk

Brand Development Strategy

By | Leave a Comment


The Importance of Branding

The creation of a brand for your product or service can dramatically increase your market share, increase your revenue stream. and add a high degree of value to your bottom line.

What is Branding?

In Designing Brand Identity (ISBN 978-1-118-41617-4) the author describes branding this way, “Branding is a disciplined process used to build awareness and extend customer loyalty. It requires a mandate from the top and readiness to invest in the future. Branding is about seizing every opportunity to express why people should choose one brand over another. A desire to lead, outpace the competition, and give employees the best tools to reach customers are the reasons why companies leverage branding.”

Building a Brand

A successful branding program is based on the concept of singularity. It creates in the mind of the prospect the perception that there is no product on the market quite like your product. Competition is fierce and consumers are overwhelmed with choices. When building a brand the creators must think beyond the point of sales and use their business experience to deliver and engaging experience that no other competitor can replicate.  Remember: Brands are Built with Publicity and Sustained with Advertising.

A successful branding program is based on the concept of singularity. It creates oin the mind of the consumer the perception that no other product on the market is quite like your product.


The first thing you must do in building a brand is to define exactly what your brand is all about, and who is the brand’s target demographics. This can help you develop your logo, website, social media presence and advertising campaign. Keep in mind as you are developing these things that every aspect must be integrated so that everything tells the same story. Eventually customers will know who you are and what you stand for.  When consumers select a specific product, they often base their decision not only on price and service, but also on how a brand makes them feel.

Once you have defined your brand, the next step is creating your visual identity.

It should reflect your brand’s personality and make it easy for consumers to recognize in stores, in print, and on line.