Brand Development

1. Definition Brand Development

Brand development includes various steps from the brand analysis up to the elaboration of a communication strategy. The brand has to be placed in the right market segment and has to differentiated. The brand essence has to transport the values of the business and build trust with the customers.

Based on the brand development, the Brand Design and the Brand Communication will be developed in a custom-fit.

Definition Brand

The brand is the sum of all concepts, that are evoked by a Brand name or a trademark, to associate a product or a service to one business. This is outlined by the name, the logo and symbols that create a visual support.

Why do I need a brand?

The brand equals a personality. It can be considered to have characteristics such as emotions and motivations, that appeal to the target group. If a brand is associated wit positive emotions, it will lead to brand awareness and a bond of trust with the customers. This evokes a brand affinity.

The brand development consists of creating a brand identity, brand personality and a target group, to create a consisting image of the brand.

The bond with a brand fabricates quality, orientation and transparency.

2. Advantages of a strong brand

If you reflect on your own buying behaviour, you realize, that you are more inclined to buy products where you can estimate the quality of the brand. We buy products we trust.


How can you build that trust for your business?

With a strong brand, that can communicate the important values. This is the biggest advantage of a strong brand. What further advantages you can expect from a strong brand you can read about in our Blog.

3. How do I develop a brand?

Download our checklist here.


4. Where do I start the Brand Development?

The vision of the brand

Start at the beginning. Every business needs a vision. This means the ideal condition of the business in a remote future, the time frame is ca. 10 – 15 years. The message and power of this vision is primarily inward looking and functions as a control element. At the same time employees can identify themselves with the brand and this leads to a motivation potential. If you communicate the vision outward, your business can inform about what its contribution is.

The mission of a brand

Contrary to the vision, the mission is focused primarily on the outside. It underlines the ways the business wants to achieve its visions. The values of the brand flow here into consideration, because the mission is oriented towards the brand identity. If the vision is the identification potential for employees, the mission will be the identification grounds for the customers. That is the reason it is also called the compass, that steers the business in the right direction.


The objectives of a company

The chosen objectives of the business are milestones, that has to be achieved while going after your vision. The objectives chosen at the beginning functions as the pillars of the strategy. The operational objectives have to be defined exactly and can be qualitatively as well as quantitatively. The SMART-model helps with the determination of the objectives:


specific (a stringent formulation)

measurable (it has to be controllable)

achivable (are the objectives realistically and realisable?) 

relevant (are they relevant for the company?)

timeframe (is there a timeframe?)

The question of the why

Studies have shown, that businesses mostly argue by what they sell and how the produce it. But the important question is not what or how, but rather the why. Why are we doing what we do? What motivates us? Why are we motivated to do something?

The journalist Simon Sinek presented this in the “Golden Circle”, also known as the “Why, how, what-principle.”.

For a successful brand development and communication is the important question the question of the why. If you can answer this, more steps of the brand development will fall into place almost automatically.

Concretization of your offer

To define your brand from the competition on the market, you have to present a unique offer. What is it, that you do best and that is something special, that nobody else can give the customers? This will lead to the unique selling point (USP).

5. How to visualize your brand?

The brand identity

The brand identity consists of the core identity and the extended identity. While the core identity constitutes the stable components, the extended identity will change over time, if a brand expansion comes into force.

The brand identity determines what values and characteristics the brand represents internal and external. Only if the brand can create a positive association, the permanent good relation to the customers will be build.


The brand identity does not equal the brand image!

The image will be determined by the customers and their view upon the business, only the identity can be designed by the business itself and carried outward. The identity is the target state and the image the actual state.

The brand positioning

The brand positioning is the explicit and conscious differentiated positioning of your brand in the conceptual world of the customers. It offers the concrete statement, that the brand stands for and what the customers can expect form it.

You have to carry out an active differentiation of your own brand against the competition in your sector. The positioning stands symbolically for the space your brand occupies in the awareness of your customers.

A well-placed brand offers a direct and positive impulse for the return of investment (ROI) for your business.


The brand positioning consists of the following components

  • factual, quality-driven customer benefit
  • (emotional) added value that provides the brand
  • a reason why
  • personality values and standards
  • visible elements of the brand
  • concretizations with a fitting product or a service

We have summed up 6 questions that will help you find your positioning. Contact us, if you still have trouble defining it on your own.

6. How do I present my brand?

The archetypes

Archetypes are the 12 basic structures of the human concept and behaviour patterns, that are universal in every culture.

The term originates in the philosophy and was introduced in the psychology in the 20th century by C.G. Jung (Swiss psychiatrist and founder of the analytic psychology.)

These archetypes simplify the progress of storytelling. They represent images of heroes, that allow the audience to identify themselves in it. You can transmit these archetypes on people, businesses and brands or apply them for your brand development.

Which of the 12 archetypes characterize you and your brand? Find it out here.

The brand personality

The brand personality constitutes qualities, that can be linked to the brand. Customers will take an interest, if on the one hand their own personality is reflected, and a positive identification can take place. On the other hand, the brand can become an idealistic image of a personality structure. In that case, the customer strives for that quality in himself and by purchasing the brand, it can be achieved. Then the brand will become a preference.

That means, that the judgment and choice of a brand will be influenced positively by the accordance of the brand and the customers personality.

The brand personality is an important factor for the brand development, because of its usage for the brand positioning up to the communication.


The Brand Language

What kind of language a brand uses is deduced by the archetype. Every archetype uses a specific diction, that aligns with the character.

The important thing is to use a consistent language concept in all communication channels. This makes your brand recognizable not only by its name and logo, but by its wording as well.


7. Who is my target group?

Definition target group

A target group is a certain group of people, that will react more likely to a special measure in contrast to the residual population.


This can relate to different backgrounds, that are influenced by

  • socio-demographic factors (age, gender, education)
  • behavioural actions (intensive buyer, first time buyer or occasional buyer)
  • psychological features (innovative, conservative, spontaneous)
  • different media use (online or print)

The definition of a target group has to be checked and adjusted before every new marketing or communication strategy, so the right address will be used for every group.

Definition Persona

You can empathize with the user of your product or your service by determining the persona, an exact characterization of the persons of your target group, beforehand.

This concept helps with the development progress and gives you clues where to adjust your product or your communication.

The question is: Would my persona buy this product/ my brand in that form? This is not the buying behaviour of the whole target group (which can variate), but a customer with a name, a face and hobbies. Every factor determines if this person buys your product or not.

The specific differences between a target group and the persona are summarized here and if you need tips to create your persona you can read your blog article.

8. How does my brand speak?

The Naming

A key passage for the brand development is the individual progress of the naming. The name of your brand combines the brand values, the positioning and the messages, that are expected to evoke associations for the customers. The name is your flagship as it is mostly the first thing everyone will get into contact with.

A fitting name evokes images and tells a story, that allows an emotional bond towards the brand.

Here are a few possibilities how to find the perfect name and things you should avoid.

Definition Claim

The claim is the promise of every business/ brand, that is derived of the mission and the objectives. It is a fixed part in the brand name and logo and therefore of the Corporate Identity.

The emotional short phrase increases the recognition value of the brand and supports the awareness level. It can also help with the positioning.

The slogan on the other hand is part of a temporary campaign or of a product. Even if it is used often as an equivalent to the claim, there are significant differences.

Elevator Pitch

The idea of the elevator pitch is the interesting presentation of your (business) idea to a stranger/ your boss/ to a client within 60 seconds (the average duration of an elevator ride), so that your dialogue partner shows interest in this idea and wants to know more about it.

The meaning behind it: With a compressed and precise explanation, you can create curiosity and keep the attention of your dialogue partner beyond these 60 seconds. Leave out all the marginal facts and present what counts.

In our blog, we help you to formulate your Elevator Pitch.

>Example for the Elevtor Pitch:

→ Christian Siebel Elevator Pitch

The Corporate Philosophy

Corporate Philosophy is the self-image of a business. Here are the mission, the vision and the objectives formulated and communicated externally, so that the customers can identify with the business and the brand. The Corporate Philosophy is also called the mission statement (internal and external).

The Corporate Philosophy of

9. How do I communicate the Brand Story?

Die Brand Story

If you have implemented every step of the brand development above up to this point, you can formulate your brand story, the story of your business.

The aim of this story should be to convey your history of origins, your mission, your objectives and your values of your brand. With the help of the brand story you can tell your customers everything that constitutes your brand and creates a identification ground. It will carry a more personal image of your brand.

The best method for the composition of this story is the stylistic device “Corporate Storytelling”. In the section communication you can learn more about this and its possibilities. Did you know, that there are exactly seven plot possibilities for your stories? And do you know about the hero’s journey?

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What is the next step?

If you have successfully dealt with every step of this list and defined them, you have developed the basics of your brand. 

Now you can build the fitting Brand Design and Brand Communication.

The Brand Design is the stringent visualisation of the brand for a target group-oriented communication. It carries the values of your brand outward and present it to the customer.

We support you to master all these steps. With a free strategy talk we will discuss the further procedere to implement your potential.

If you already did a Brand development, but you are missing several important steps, we can determine those steps and complete them. We offer you the possibility of a free strategy talk.

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