Brand Development Services
Brand is one of the most important assets of business. MKMCreative’s brand development strategies dig deep to identify what makes your business stand apart. Our brand development services include strategic brand identity and positioning. It’s how we discover the brand’s purpose, value, offer, proposition and target constituency. Brand development services uncover how the brand wants to present itself to the world both visually and through tone.
What is Brand Development?
Brand development is the process of creating and maintaining a strong brand that effectively connects with the target constituency. This begins by identifying and honing in on the factors that make your brand unique, which is then translated into a visual identity and a strategic campaign. Brand development is crucial because it is the core upon which all marketing and messaging is built upon. A strong brand should evoke a visceral feeling and emotional response from its audience.
Our Brand Development Process | Positioning & Identity
For a brand to succeed, all stakeholders need to align on the mission, goals, focus, hierarchy of messaging, brand differentiators and service offerings. Clearly conveying what the brand stands for is the first step in developing the design system. These foundational pieces influence the look, feel and personality that holistically and cohesively reflects, instantly cuts through with intent and is sticky and emotionally resonates.
White Board Session
Glean insights from key stakeholders and decision makers
Clearly define brand objectives
Run free with ideation; discard judgement
Organize like-minded thoughts
Edit and remove superfluous and unwanted outliers
Output
Brand value, promise, proposition
Hierarchy of messaging
Look, feel, tone, language for a cohesive brand identity
Brand Messaging Map
During the messaging map crafting stage of the brand development process, all overarching campaign narratives are determined. Like-minded thoughts are grouped together, naturally eliminating any disconnection. This is a no-fail system that identifies any glaring inconsistencies and discrepancies. It ensures a firm structure and guardrail when each individual element comes together: nuances, brand identity, objectives, offering, target audience.
Create a relevant framework based on the brand development needs
Populate with key factors: target audience, offering, attributes
Confirm individual elements coalesce
Remove discrepancies
Get consensus by ensuring everyone agrees unanimously (both in public and private!)
Distribute internally to serve as a companywide marketing tool
Review quarterly and modify as needed
Ensure the messaging map always represents the most current state of the brand, resulting in a manifesto that acts as a brand advocate
Output
Fully fleshed out, impartial key brand asset that serves as the filter for all brand decisions
Consistent messaging across the organization
Design System
The first phase of design kicks off after brand positioning and brand identity have been clearly defined. The design direction is rooted in what the brand stands for, offers and how it wants to present itself. This is where the design system of the brand is developed to guide the next creative phases of the program: arsenal of assets, web design, style guide and more.
Use the brand research found in the previous steps as the framework for the creative
Research competitor’s logos, colors, fonts and look & feels to ensure there is no similarities in the new branding
Incorporate comments, tweaks, and redirect as applicable
Present 3 conceptual directions for the logo, fonts, color palette and look & feel
Follow cycle until all items are approved and put into production
Hold consistent creative reviews
Create design system that is simple, clear and easily accessible by all relevant parties
Output
Design System with use case: when and how to apply, comprehensive offerings of logo treatments and formats, typefaces and color palette
Consumer-facing ready
When all aspects of the brand development process are aligned and clearly defined, the aim of the output is achieved: an experience that emotionally resonates with the target audience, is sticky and leaves a lasting impression that generates awareness and accelerates adoption. With creative concepting, clear messaging, consistency, and execution, brand awareness is conveyed in a unique and everlasting way.
Clear call-to-action
Cut through to customer via every touch point to deliver on brand messaging and goals
Output
Brand awareness that leads to accelerated adoption
See our Brand Development services in action