28 Examples of Brand Development

John Spacey, updated on October 04, 2023

Brand development is the process of creating a new brand or improving an existing brand. This is an extended process that can touch upon your purpose, values, visual identity, environments, communications, product designs, corporate culture and customer experience. The following are common examples of what can be included in brand development.

Mission & vision	Values
Market research	Target audience
Competitive analysis	Brand positioning
Brand differentiation	Brand strategy
Brand identity	Visual branding
Brand name	Brand storytelling and messaging
Brand promise	Brand voice and tone
Brand guidelines	Brand promotion
Establishing brand recognition, awareness and image	Customer experience
Brand loyalty	Brand measurement & optimization

Visual Identity

Developing a unique visual personality for a brand in a crowded market. This is typically captured in a document known as brand guidelines that is used to align visual identity across everything a firm does. The following are common elements of visual identity.

Logos	Colors
Design guidelines	Taglines and slogans
Iconography	Typography
Trade dress	More ...

Typical brand development deliverables include brand strategies, brand guidelines, brand designs, brand collaterals and elements of visual branding such as logo design.

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