Traditional marketing techniques are great for selling individual products. However, modern consumers actively want to buy from brands that are aligned with their values and beliefs.
But why is this the case?
Well, not only do great brands offer memorable consumer experiences, but they also understand how to ensure that their loyal audience simply doesn’t feel the need to look at other brands with a similar offering.
So how do they do this?
The answer lies in brand development.
An Introduction to brand development
A solid brand development strategy will help a company to create a unique image that differentiates its offering from that of its competitors.
However, a great brand is much more than just a logo, brand colours, and a website. In fact, there are many different elements that feed into a wider brand development strategy. These include aligning branding with core business objectives and developing communications that resonate with a specific target audience.
With so many different elements to consider, many businesses choose to work with a brand strategy agency, such as https://www.reallyhelpfulmarketing.co.uk/specialist-services/brand-strategy-agency.
Ultimately, brands go beyond what a consumer can see and also consider the way a brand makes them feel, both about themselves and the wider world. Importantly, brand development is not a one-and-done thing. Instead, it is an ongoing process that should naturally evolve as a business grows and develops.
Brand development versus branding
Just remember that brand development is NOT branding. Yes, the two are connected. But they are not the same.
While branding is focused on how a company and its products are advertised, brand development is concerned with the building of a reputation that helps to forge meaningful connections with a specific audience.
As this article shows even the biggest brands sometimes get it wrong. When oral care brand Colgate released ready meals in the early 1980s, consumers were left feeling more confused than hungry.
So, while nothing is foolproof, a great brand development strategy will help you to keep on track when it comes to realising your vision and creating impactful products that your audience actually wants to see from you.