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Launching a new product or a new company, or digitizing an existing company, are all examples of initiatives that need brand development. In very short terms, brand development means imagining a product, a service or a company and building the communication materials that will allow it to be shared with the public.
What brand
development is:
Brand development is a set of activities that prove strategically decisive. It is a type of project that has grown in importance and value over the last five years: before that, many companies assigned at most a residual value to pure brand development operations. Imagining the design, the story and the tools needed to tell it to the public: for many, these were accessory activities. With the explosion of the information revolution and the dominance of social networks, this idea changed as rapidly as it did radically.
Analysis and assessment:
First and foremost, the choice of the brand name, the so-called naming, which depends on the target audience. The study of the reference market, the presence of direct competitors and super-competitors, their product/service offering, the search for distinctive elements to build the identity. Last but not least, the study of the audience: who are we going to tell a story to? Depending on the context, the kind of outfit changes.
Development of communication materials:
The analysis guides the production of the identity: brand design, logo design, the development of the story and mission. The conception of the narrative and of all the online and offline supports that will be needed to convey it.
In the recent past, the structuring of social networks has also forcefully entered this type of project. Today it is practically impossible to imagine launching a brand without properly preparing social channels (see also Facebook Ads strategies), where a vital part of the relationship with the public is built and which are now an integral part of any business story.
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How a brand development
project works:
A brand development project can take 3 to 6 months, depending on the type of activities integrated into it. A good example of brand design includes:
Competitor analysis and buyer personas analysis (audience study);
Logo development and brand look;
Branding of offline communication materials;
Website development and publication;
Social network implementation;
How much brand
development costs:
In brief:
Starting from €700.
The cost variables that can make costs fluctuate depending on the objectives are: the type and depth of analyses and surveys, the presence and complexity of web development, the quantity and type of offline communication materials to be designed, and the development of social networks.
How long should brand design take? In more compressed projects, where a basic analysis is combined with the design of only the fundamental creative elements, the timeline can fit within one quarter. Experience teaches, however, that compressing the imaginative and constructive phase of a brand story too much is never a good deal in the medium to long term: the results are much more durable when there is time to define a series of interrelated communication assets, because over time a more solid digital architecture increases the performance of promotional strategies, including offline ones.
