why you should never skip a stage of brand development
(and how to nail it)

Find out in this detailed blog post the stages of brand development, and brand strategy.  What you need to do to have a successful one.

First day of school

Many years back in time. I’m a seven years old kid. So happy to be a big boy. Not a little one anymore

I made it from kindergarten to primary school. I passed that stage. Now I am full of emotions and excitement. I’m wondering what it would be like. What challenges will I face. 

A world full of unknowns. Mysteries to discover. And things to learn. My imagination as a kind knew no boundaries. 

Now I am entering a new stage. The first-grade elementary school. I feel excitement, joy, and fear. Every one of us remembers that day. Especially me. I went to school an hour early. I was the first to go waiting for others to come. 

I wanted to learn everything. I was ambitious. I grew up with love for school and learning. That love followed me throughout my life. Throughout my school years, I was in love with learning. 

So I developed as a student full of ambitions for the future. I had big dreams. I wanted to become a doctor., but somehow my life took another course, something no one saw it coming.

Well, that’s life! Full of unexpected! Although I passed many challenges and thrived through many stages of my life, unfortunately for me, I never became a doctor. 

I realized if you want to fulfill your dreams, especially if they are big ones, then you have to prepare for them early. You can’t be a doctor if you fail in school. You’re becoming a doctor since the early stages of your life. From primary school to secondary school up to high school 

If you make it through these years, then you can become a doctor. Every stage of our life is important. It definitely needs attention. 

Building a successful brand is no different. It requires attention, and care from the early stages of its development. You don’t want to skip any of these stages. If you fail in one, you may lose it all. 

If you don’t want to see your brand fade away before your eyes as an illusion, you must take into consideration all the necessary steps for its development.

Identify your audience and talk to them in the language that ticks them. Work on your brand strategy and design a winning content marketing plan. 

The stages of brand development

The brand is an identity. It is the status of the product or services your brand has to offer. In its essence, a brand is a way a company, organization, or individual is perceived by those who experience it.

It is what Jeff Bezzos said, “Your brand is what people say about you when you’re not in the room.”

Although it is tangible, we still can define it. The crucial thing to bear in mind is that your brand doesn’t exist on the shopfront, website, or products. Your brand is in people’s minds. Your customers, employees, investors, and the media. It is a perception

So it’s essential the perception of your brand grows strong and powerful. Which means your brand needs to develop. 

Brand development is the process of bringing to life the brand’s values. Brand development is a well-designed plan which sets apart your company image, products, and service from your competitors. 

Brand development consists of your business objectives, relating your brand to your target audience, and updating as needed. It is an ongoing process, with goals standing as a point reference, meaning new ideas or products as your brand develops.

Consequently, the development of your brand may evolve in time according to the changes in your target audience. 

Business owners and marketers try to apply the best methods and techniques when it comes to building a brand. There’s no clear-cut formula. The truth is different companies build their brands in different ways. However, most apply a similar structure that offers space to make it their own.

At Branding For The People, they offer a clear and structured process to build brands. 

So, how do you develop a powerful brand? What are the stages?

Stage 1. Discover and develop your brand purpose

People buy based on their emotional reasons. They choose products or services according to their beliefs, perceptions, and motivations. All because it feels right to them. Simon Sinek said about this: “People don’t buy what you do, they buy why you do it.” 

Powerful brands have a defined goal. A set of values, philosophies, and principles that suit people who share them. 

A fundamental question to ask yourself regarding creating your brand should be:

  • Why am I here?
  • How is my brand different?
  • Why should people be interested in my brand?

These crucial questions are related to the features and benefits of your product or service. Nevertheless, they provide your audience with the reasons why they should choose you over other brands. 

Stage 2. Define your company’s personality

Brand personality is the set of human characteristics you attribute to your brand. Just like a human being. Your brand personality is reflected through brand messaging, images, and marketing campaigns. 

Think of your brand as a person. How he looks, acts, and what describes him define his personality. E.g, generous, independent, caring, adventurous, etc. 

Consistency is fundamental. If the personality of your brand is not the same on all your media channels, website, and social media, then your customers will get confused to find out who your brand is and what it stands for.

Stage 3. Building brand development strategies.

Once you have the product, then you can proceed with planning.

A well-thought plan must take place for creating your brand. It has to involve what your brand stands for, and the goals you want to achieve through it. 

Your development strategy must be in concordance with the features and benefits of your brand. The reasons why the nature and the kinds of products must shed light upon your target audience. 

Stage 4. Know your audience. Identify and research your target customers. 

To develop your brand, first, you must know your audience. Your audience needs targeted content like blogs, and ads to help them. There are many brands that think they know their audience. They use buyer personals to pinpoint them. But buyer personas can get you stuck thinking about them who you want your audience to be rather than who they truly are. 

Joanna Wiebe of Copyhackers says this about the target audience:

“You shouldn’t look inside your head for the messages that will convince your prospects. You’re not your prospect. So how the hell could you know what they need to hear? It’s vanity to think you could. Instead of writing your message, steal it. Steal it directly from your prospects.”

For everything else, read:

  • Product reviews
  • Customers testimonials
  • Help forums
  • Social media

Everything else where customers give feedback. Use the voice of customers, their thoughts, and problems expressed in their own words. Apply this to conduct a complete audience definition to learn about such details:

  • Pain points
  • Motivations 
  • Influencers
  • Tools they use

Stage 5. Position in the market.

Positioning your brand means doing everything you can to distinguish its products from other competitors in the market. First, you have to collect all the info, you can about your company’s direct competition. Details about their products, prices, and marketers, including marketing strategies.

Find out about the weaknesses of their products, services, or areas in the market which aren’t gratifying and use it to your advantage.

After having done that, develop your unique selling proposition. A USP is a short sentence about what your brand offers. It has to stress the features and benefits of how your products benefit your clients. 

Stage 6. Conduct brand analysis

Brand analysis helps your business to evaluate the situation your brand is in. The results state what you can improve in your brand. How it compares to your competitors. And what is going well. 

Brand analysis is named also a brand audit. It spots how your brand is doing through your marketing and sales efforts. It focuses on evaluating who your customers are, what they need, where your competitors stand in the market, and how your brand fulfills their needs. 

Through brand analysis companies can develop more effective marketing campaigns. They can amplify branding efficiency and provide companies with feedback from customers. 

Stage 7. Center your marketing strategy around your brand.

Marketing is all about promoting your brand in the marketplace based on its attributes and products. 

An efficient marketing strategy is crucial for capturing the right clients and putting the brand on the market. Your brand develops when your business grows. 

Stage 8. Keeping up with times consistently

Another factor worth mentioning is personalization and adjusting. Brands don’t stick to the same product. Neither do marketing strategies. The client’s needs change with time, and so does their demand. 

The position of your brand in the market can suffer if the product doesn’t evolve with the expectations of the client. 

Simply put, changing with time, reframing old strategies, and rejuvenating your brand with innovation are fundamental for your brand development.

Why brand development is important

A compelling brand can set you apart from your competitors. Well-organized brand development helps you optimize your brand’s place in the market. Apart from the logo, and tagline, your brand includes tangibles and intangibles. 

How it is communicated, what it represents, what others say about it, and the emotional  connections with customers form a cohesive brand development. 

Brand development allows your clients to relate to and remember you. Brand development gives power to your business.  But it can also: 

  • Nurture customer loyalty
  • Affirm your credibility 
  • Deliver your message
  • Turn customers into buyers
  • Create a bond between your prospect and your product

A successful brand has very high awareness. Another advantage is it creates trust. It involves keeping your promises. You do this up to the level when your customers know what they can get from you. Thus, you have earned their trust. 

And when customers trust you, they are loyal to you. To have loyal customers, your brand has to be better than what they expect. 

Everything you invest in your brand will influence how much value your customers will align with it. If you don’t give proper value to your brand, your customers will not either.  Branding not only attracts customers, but it increases the value of your product or service. 

The brand strategy and its importance

Brand strategy is a constituent part of your business plan. It determines how the market will consider and favor your brand. Its goal is to stick in the minds of your customers, so they can choose your business over your competition. 

Your brand strategy is the reason why your business isn’t just about the money. It explains what makes your brand what it is. How it is different and unique from the competition. What your customers want and think from you. 

A proper brand strategy will create a powerful brand. It says who and what you are as a business. And it focuses on your long-term goals. It can create a landmark to evaluate your progress. Without a brand strategy, your brand will be on the wrong track. 

Brand strategy is important because:

  • It sets you apart from your competitors

 Competition is ruthless. Technology provides customers to compare all their options. And brands are in fierce competition with one another to win the customers’ attention. 

  • Turns your products into a must-have for life. 

The vast quantity of products and services is astonishing. Companies that have been successful for years, now have their products become just a commodity. 

  • Increase the relevance of your brand in the minds of your customers. 

Today, winning the attention of costumes is not that easy. You no longer can buy it. You have to earn it. For this, your brand needs to be lovable.  Customers fall in love with the whole brand experience, not just names. 

  • Brand strategy improves customer loyalty

In a 2015 HBR study among 474 executives, 80% said an organization with common goals has better customer loyalty. The study revealed consumers stay loyal to companies that reflect the same values and beliefs. 

  • Effective brand strategy makes the business grow.

One way to grow your business is to bring new products, and services. Brand strategy also improves how consumers look at what products you already offer. You must update your brand to change and increase the perception of your audience. 

This way your target audience can relate to your brand. The more they favor it, the more they will buy from you. It all affects business growth. 

  • Brand strategy makes companies stand out in the market.

Competition is getting harder each day. Brands are in dire competition to win consumers’ attention. Furthermore, technology makes it easier to compare the options. Brand strategy defines your unique value proposition. 

You can use your UVP to your advantage when you’re marketing your brand. Being a step ahead of your competitors makes your business thrive successfully.

Brands that developed a strong strategy

Successful brand development requires more than a name, tagline, and logo. The messaging, values, what you stand for, and campaigns can make your brand memorable. 

The brand strategy involves all the decisions your company does to make its brand identity stick in the consumer’s minds. And build brand equity – the public perceived value of your brand. 

Here are three examples of successful brand strategies. 


Apple is the master of a strong brand. Apple creates original and innovative computers that no one can. Their message stresses the same values in their consumer and products; If you are an apple person, you are also innovative, imaginative, and creative. Apple focuses on luxury, innovation, and performance., leaving the price out of branding.


“Nike’s switch from a rational to emotional advertising the ubiquitous ‘swoosh’ on their body. And with such a recognizable symbol, customers want to align with the brand’s values. Nike’s emotional angle makes those values loud and clear.” Mark Hayes.


Tesla has many advantages and leverages many strategic elements to attract its audience. They’ve managed to create a profitable niche in the Luxury Electric Automotive Market. But Tesla makes it clear that its commitment goes beyond that. Tesla is a brand whose goal is to take us into a new world. And it has stressed its intent with the inspiring mission:

“To accelerate the world’s transition to sustainable energy.”

Brands’ cohesive tone of voice

A brand tone of voice is the way you speak to your target audience through the language you use. The words and how you use them. It reveals your brand personality. The feelings it conveys to your target audience. Being caring, or adventurous. That feeling has great importance. 

For a consistent tone of voice, companies project a style guide that outlines voice guidelines and brand guidelines.

Why it’s important?

For strong brands, to win customers’ loyalty, you must develop a consistent brand voice across all media platforms. This gives your brand a cohesive feel. In this way, people understand what they can get from your brand. If it’s done properly, they will link your brand with what you transmit and how you make them feel. 

Everybody knows Coca-Cola for what it is. Red color, a feeling of happiness, and an “All-American” spirit. This is a consistent brand. 

Developing your brand voice differentiates your brand from the competition. Your brand’s mission and values will tremendously set you apart from other competitors offering similar products and services. 

To identify your place in the market ask these questions:

  • How is your product different from other competitors?
  • What can you do to make your customers happy?
  • Do you apply sustainable practices that your competitors aren’t?

How to nail your tone of voice

1.Begin with your brand personality. Ask yourself:

2.Who are my competitors?

3.What is my unique value proposition?

4.Who is my target audience?

5.How does my brand want to be known?

6.How does my brand make you feel?

7.If my brand was a person, how would he look like, sound and act?

Let’s proceed with the steps to nail your brand voice.

Explore your brand personality

First, begin with your brand values, and audience personas. This is because your brand personality has to reflect your brand values. And what your audience prefers. 

Begin by writing 5-10 characteristics of your brand as if it was a person. Qualities counterbalanced with negatives to establish limits for the personality.

  • Positive but not unrealistic
  • Irreverent but not mean
  • knowledgable, but not patronizing

When you’re stuck revise your customer’s profiles. What relates to them? For example, for a law firm, your audience requires you to be experts, but not intimidating, formal but not humorless. 

A very good example is the British brand Innocent Drinks. Maybe many people are fed up with their tone, but is unique. Their personality is bizarre, friendly, and funny. But without being offensive, ridiculous, or negative. And most importantly It’s consistent across all media channels. 

Analyze other brands

Check on other brands. Inside and outside your industry. You have to identify what you prefer or not, before looking into how the tone matches your brand values and your clients. 

Think of your brand as a person

If I can picture the person talking and listening to their voice then it’s easy to find the right tone. If I’m uncertain, then I can read their articles or watch a YouTube video. 

Begin by asking your team whom they admire. Take some examples to the meeting. Put their names into a table. For this, you need just three columns. 


2.Admirable characteristics 

3.Are they adaptable for your brand?

After having done this with every participant of your team, add pictures your audience may take a look at. Are there any overlaps? Do they fit with your brand? 

After that, it’s time to choose one person. Choose a high profile, so whoever reads the document can quickly picture them or look similar to them online. 

Write a brief profile to clarify who they are and why they are relevant to your brand.

The secret to a cohesive brand – understand the pieces. 

It’s easy to see people get distracted and overloaded when developing their brands. But that confusion creates an inconsistent and ineffective brand. 

Like every problem, the key to solving it is to begin breaking it into smaller pieces

As we have seen in this article, it’s fun to think brand’s name, voice, personality, development stages, and strategies. All these elements will be impactful if you comprehend your positioning. 

Find out what your target audience values. See where you can make a difference and differentiate yourself in the market. Define the unique value proposition you can bring. 

With everything in order, you’ll have a more clear view of how everything fits together. And it will all make it easier to express your brand consistently and cohesively. 

Lots of love