The 4 Key Ingredients To Building A Brand, Part 5: The Chef

By March 27, 2017Branding

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)

Part 1: The Brand Voice

Part 2: The Brand Persona(s)

Part 3: The Brand’s Why

Part 4: The Brand Identity

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.


Dan Crask

Author Dan Crask

Hello - I'm Dan Crask. I help brands discover who they are, then express it visually. I co-own Brand Shepherd, am a husband, father of four children, and I don't believe in a work/life balance - it's all life, and all of it matters.

More posts by Dan Crask

Leave a Reply