By Owen Fay . Posted on May 19, 2022

Brand development is a strategic process of creating and distinguishing your company’s image, products, and services from your competitors. The development includes aligning your brand with your business objectives, communicating your brand to your target market, and updating or strengthening your brand as needed.

The purpose of brand building is to create a unique and lasting image in the marketplace by adopting strategies and campaigns to raise awareness about your company. The development of a brand is a process that needs research and strategy.

Brand Development is establishing and building your organization’s products and services. We divide the process into three phases when assisting businesses with brand development.

  • The first step is to make sure your brand strategy is correct and linked with your business goals.
  • The second step is to create all of the tools you’ll need to communicate your brand, including a logo, tagline, and website.
  • Finally, you’ll need to monitor and optimize your newly created or revised brand.

In this blog, we’ll go over the 9 best practices in brand development and how to build the best brand possible through user testing.

1. Consider Your Strategy

It’s critical to think about your business strategy as you establish and build your company. Consider your business strategy to be your map; it will help you create a path for your company and how you want it to expand in the future.

You’ll have the parameters and framework to design your business or growth plan and achieve your business goals if you clearly define the strategy.

The following questions should be addressed in your business strategy:

  • Why is the company in business?
  • Have you identified your core competencies?
  • What is the target market?
  • Do you have a clear unique selling proposition?
  • Why have we chosen these strategic directions?

Growing your company will be a lot easier if you have a strong, distinct brand. But what kind of value do you have? How will you grow the business? The context for your brand development strategy is your overall business strategy, so start there. If you know where you want to take your company, your brand strategy will help you get there.

2. Think Audience First

Who are your target customers? You’re making a big mistake if you say “everyone.” High-growth, high-profit companies start with a specific, niche target market and expand from there. One of the most important factors in developing a successful brand is identifying your target audience.

Your marketing efforts will be less effective and more diluted with a target audience of “everyone”. So, how do you know if you’ve identified the proper customer segment?

Your target audience is made up of people who are most likely to be interested in your content, product, or services. These users are typically connected by some specific characteristics like industry, age, gender, income, location, interests, and a number of other demographics and behaviors.

A good target audience is specific, accessible, fits your brand, and has an issue that your business solves. Finding this audience can be challenging, a great place to start is with the people that already engage with your business. These users, their age, location, job, income, etc. will tell you who is most likely to purchase your products or services.

Another great way to identify a target market is to consider your USP (unique selling proposition) and the problem or pain point you are solving. If you have created a solution, your target market is the people that have the problem you solved.

Finding your clear target audience is essential to brand development because the message you put out and the image you create revolves around that target audience.

3. Develop Brand Positioning

Brand positioning is “the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market” – Philip Kotler

Brand positioning outlines how a company differs from its competitors and where, or how, it is perceived by customers. As a result, a brand positioning strategy needs to instill an association with the brand in the mind of your customers to influence their opinion of your business.

Brand positioning strategies are intimately tied to consumer loyalty, consumer-based brand equity, and readiness to acquire the brand via molding consumer preferences. In the minds of consumers, effective brand positioning refers to the extent to which a brand is viewed as favorable, unique, and trustworthy.

You can now establish your company’s brand positioning in the professional services sector (also called market positioning). What distinguishes your company from the competitors, and why should potential clients work with you?

Brand positioning allows you to stand out in the marketplace. You can use positioning to determine how your brand differs from the competitors. Creating a brand that will attract customers in a specific way is an effective marketing technique. Consumer loyalty and your company’s market equity are directly related to brand positioning.

To properly position your brand in your target market, consider the following:

  • What do customers desire?
  • Your brand’s potential?
  • What is your competitor’s brand positioning?

4. Create A Clear Message

Brand messaging is the way a brand displays its unique selling proposition, and personality, and the way they communicate it to the audience. An organization’s messaging can motivate, inspire, and drive potential customers to buy your product or services through verbal or non-verbal messaging. Companies can define a specific way they want to communicate their ideas to the audience based on their tone of voice, tone, and vocabulary to create a personality. It is how you build relationships and loyal customers.

While your basic brand positioning must be consistent across all audiences, different components of the brand will spark the interest of different users. The most important offerings of your business will be emphasized in the messaging you display to the audience. All of these factors should be addressed in your message strategy it is a crucial step to making your brand relevant to your target audience.

5. Developing Brand Name, Logo, and Tagline

Most established businesses don’t need to make changes to their brand name, logo, or message. But for businesses that are new, going through a rebrand, or merger, the brand name, logo, and tagline are extremely important to brand success. Even if you don’t change your company’s name, a new logo and slogan to better match your brand positioning may be beneficial.

Keep in mind that your name, logo, and tagline are big parts of your brand. They are an aspect of your identity and the ways your brand is communicated or represented.

Don’t make the mistake of circulating the new logo internally to gain approval. You aren’t the target audience for the name, logo, or tagline. They should be rated on how well they communicate rather than how much the partners like them because they are for your marketplace.

Your brand or business will not be able to grow without a logo and tagline.  If you want your brand or business to succeed, you must create a logo and a tagline for it. You are giving your company a face and a personality in this way.

Shifts in perception can lead to changes in business outcomes when it comes to brand names—words used to identify firms, products, or services. A brand name (and, more broadly, a brand identity) can affect a customer’s decision to buy or not buy, or a recruit’s decision to take a job or pass, much as a CEO’s confidence can influence an investor’s decision to buy or sell. Perceptions matter in business, just as they do in life.

6. Create a Content Marketing Strategy

This phase may have been labeled as develop your marketing strategy however, we didn’t. We suggest adopting a content marketing strategy instead.

Why? In the Internet age, content marketing is especially well suited to professional services organizations. It performs all of the functions of traditional marketing, but more efficiently. It attracts, educates, and qualifies candidates by providing quality instructional information.

Keep in mind that the power of your brand is determined by both its reputation and its visibility. It’s rare to succeed at increasing visibility without improving your reputation. That is why traditional “awareness-building” advertising or sponsorships are so often ineffective. Content marketing, on the other hand, boosts visibility and reputation at the same time. It’s also a great method to make your brand more relevant to your targeted consumers. The case is now resolved.

7. Test Your Brand

Poll the People Dashboard

Before starting your new business or launching your brand, brand testing is a must. Brand testing paves way for the success of a new brand or product launch. Introducing a brand without taking the brand test is equal to putting the brand or product at risk. No one wants that!

A company’s brand is comprised of certain elements like the name, logo, website, product packaging, and offerings of the brand. These elements are the brand’s assets that play a vital role in making it successful. Brand testing gives multiple options to test these elements to pursue the right direction. It helps to gain the attention of the target audience and observe their attitude towards previously mentioned elements of the brand. Providing the target audience with the right thing is what leads the brand to success and brand testing helps to know what that right thing is.

If you are starting a new brand, you surely would want it to be a success. Poll the People makes it easy for you by providing you with multiple brand testing options.

8. Implement Changes

This is possibly the most essential step in the brand-building process. A winning brand development plan isn’t useless if it is never implemented. You might be shocked at how frequently this occurs. With all the good intentions the company can summon, a sound strategy is established and implemented. Then reality kicks in. People are preoccupied with client work, so brand development tasks are postponed… and then forgotten. Therefore, implementing the changes after getting the feedback of the customers through testing is a must.

9. Track

Tracking is another crucial step of brand development. We strongly advise keeping track of both the plan’s implementation and its outcomes. Was the approach carried out as planned? What happened to objective metrics like search traffic and website visits? How many new leads, employment applications, and collaboration opportunities were generated?

You can only be confident if you’re drawing the appropriate conclusions and making the right adjustments after following the entire process.


Brand development is a multi-stage process that aims to establish a brand image in the minds of consumers. Brand image is a non-financial asset that cannot be measured on a balance sheet. The value of that equity, on the other hand, is the most valuable asset a firm can have.

Branding is more than just designing a logo and sticking it on a website or a truck. The perception of your firm by customers is called brand. A positive perception refers to a customer’s perception of your company’s quality, value, and trustworthiness. A negative attitude implies the polar opposite. To connect emotionally with a brand, you’ll need commitment, a brand leader, and strict adherence to the style guide’s norms and guidelines. That is why you must understand the brand development process and how to successfully complete it.

As you begin to put together your testing process, you’ll find exactly what works for your business. Now that you have all this information you can sign up and start testing with Poll the People today.

Owen Fay

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