Brand development is an exercise of examining what the brand is and is not, and then codifying the discoveries in a way that the brand owner(s) and stakeholder(s) can easily leverage to grow the brand.
Here are what I know to be the second of the 4 key ingredients for building a brand:
Part 5: The Chef
In the previous 4 posts, we covered: (go read them to get caught up)
These 4 ingredients are key to brand development, but there is a 5th element (love that movie…) that needs to be mentioned as well: A chef (aka, guide, shepherd) to help work through the process of brand development.
That would be me, what I do.
Having a guide for brand development is obviously important from an expertise level. We use experts for anything, from HVAC service to CPAs to facility maintenance and, yes, brand development.
Yet a guide is also important because having a mind from outside the brand will give the development process the perspective it needs to be successful.
I’m sure you’ve heard a presentation, ad, or promo for a brand that uses language that leaves you wondering, “What did they just say?” This is because they have too many in-house people working on the brand. There’s no outside perspective and push-back to help the brand communicate in a way that makes sense to people outside of the brand.
When I and my team help develop a brand, it’s always a collaborative process. It makes no sense for us to walk in and tell the stakeholders what a brand is. The process demands collaboration, and to-date, we have had nothing but success.
After the process, those we work with have a fully-developed brand that they believe in and are energized to grow.
Let’s talk – maybe even today? – so we can discuss how to develop your new or existing brand.