Brand development. How we create brands

WHAT IS BRANDING?

The definition of the word «branding» is not complicated at all – it’s just brand development. Creation at the first stage, as well as subsequent development and promotion. Here it is rather necessary to delve into the definition of the brand as such. A brand is your image in the eyes of customers: emotion, image, trust, association, the difference from competitors, whatever. Everything that provides you with recognition in the market.

WHY DO YOU NEED TO DEVELOP YOUR COMPANY’S BRAND?

Imagine that you are in a store, buying, say, shampoo. There are absolutely unknown jars on the shelf in front of you. In general, you don’t know anything about them. How to choose here? And here’s a miracle, you notice such a familiar jar of children’s flashbacks Head&Shoulders. All other things being equal, in this situation, you will probably buy it.

About why people buy brands, write books and conduct research. In the world bestseller «Think Slowly, Decide Quickly», Israeli psychologist and Nobel laureate Daniel Kahneman explained simply and clearly why people buy brands while ignoring less hyped products. The thing is that global brands are based on communicating to their customers’ unconscious images that cause a powerful associative series that allows a person to choose a subconsciously «familiar» product without hesitation. Conversely, at the sight of little-known brands, such associations do not arise, and a person begins to choose rationally.

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First of all, brand development is needed to increase your awareness and increase audience reach.

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Secondly, to build up from competitors.

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Third, increase the loyalty and number of your regular audience.

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And most importantly, brand development will help add additional value to your goods and services (value not only emotionally, but also materially since the value of the brand allows you to increase the price of your goods and services).

1 EXPLORE THE MARKET

We will analyze all your competitors and consumers with the help of both desk research and field research: surveys, in-depth interviews, and focus groups.

2 WE DEVELOP POSITIONING

In other words, the benefit the consumer will receive by purchasing your brand.

3 CREATE A COOL NAMING

Not only memorable but also appropriate for positioning. Learn more about naming here.

4 DEVELOPING A COMMUNICATION STRATEGY

We formulate the honest brand message that will need to be conveyed to the target audience. Read more about the communication strategy here.

5 FORMING A BRAND PLATFORM

This is a document in which we will write down all the ideas that will be incorporated into your brand. You can read more about the brand’s platform here.

6 WE DEVELOP THE DESIGN

Starting from the corporate identity and ending with the design of advertising materials.