What is brand development and how do companies use it?

By Indeed Editorial Team

Published 8 July 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Brand development is a crucial business marketing strategy. Having powerful branding can help distinguish a company's products, services and image from competitors, potentially increasing its market and generating profit. Learning the strategies for developing a brand can help you create a brand that aligns with an organisation's vision and objectives. In this article, we explain what brand development is, look at some of the benefits, provide a step-by-step guide and highlight three tips to help you create brand loyalty.

Related: How to become a brand strategist (with steps and duties)

What is brand development?

Brand development is the continuous process of improving an organisation's overall image. A brand is the perception consumers have of a company's products, services and image. Developing a brand involves being consistent in the value and quality that consumers find in a company. This helps in distinguishing the company from its competitors. In most cases, the marketing department is in charge of developing brand strategies. They use marketing strategies, such as advertisements, public relations and marketing campaigns. Some of the factors that can affect a company's image include its mission, goals and workplace culture.

Related: What is employer branding, and why is it important?

What are the benefits of developing an organisation's brand?

Here are eight benefits for an organisation when it develops its brand:

  • makes it easier to create relevant content for the target audience

  • gives a company a competitive advantage

  • makes a business appear more authentic

  • helps a company become more reliable in providing quality and value to customers

  • helps build trust

  • provides a framework for developing a company culture

  • enables a company to create a high-value business

  • encourages new customers while pleasing the existing ones

How to create an effective development strategy

Here is a step-by-step process on how to create an effective development strategy:

1. Conduct market research

By conducting market research, you can understand what drives the value of an organisation's brand. It can help you discover the customers' desires and motivations, helping you develop strategies that can improve how the company connects with them. As you conduct your research, you can ask various critical questions, such as:

  • What do consumers want?

  • What is the target market?

  • How can you deliver what the customers need?

  • Who are the top competitors?

  • Why do customers prefer the compay's products and services?

  • What distinguishes it from its competitors?

  • What is the organisation's culture?

  • What value does it bring to the market?

  • What problems does it solve for its customers?

  • What perception do you want to create in a customer's mind?

From the above questions, the marketing team can create a report. They can use these reports to craft advertisements and campaigns that match customers' desires. For example, if a laptop manufacturer concludes from their research that consumers prefer small, portable laptops, they can create campaigns that match this desire.

Related: The brand identity prism (components and how to use it)

2. Determine the target audience

A target market is a group of people you want to reach with the brand or the consumers likely to purchase its products or services. These people tend to have common characteristics, such as interests, age, gender, personality and culture. The more accurate you can define your target market, the easier it becomes to develop a brand that connects with its customers.

Related: How to define your target market: examples and types

3. Create a core message

If you understand the target market, you can create a brand with a concise and clear message. You can sum up the message in one tagline that encapsulates everything about the company. You can also develop an elevator pitch to help consumers understand your message.

Consider creating a short tagline that consumers can easily remember to increase brand recognition. Be sure to make the message interesting enough to convert potential customers into loyal customers and retain existing ones. The message can include the company's story and culture, and describe who it serves and what problem it solves.

Related: What are unique selling points and how to work them out

4. Create a logo

A logo is a symbol that sums up a core message and how customers view a brand. The purpose of creating a logo is to increase recognisability so that customers associate the logo with the company's products. Be sure to create a logo that grabs attention, establishes the foundation for the brand and makes a strong first impression.

Related: What is graphic design and what skills do you need?

5. Develop a marketing strategy

The next step is to devise a marketing strategy to determine how your team can deliver the core message and logo to the target market. Understanding the target market can help you know which channels and methods are best suited to them. For example, if your target audience often uses the internet, online marketing may be the best strategy. If they prefer listening to music or videos, you can consider creating ads that are in video form. That way, you can save costs by only using strategies that generate revenue and meet the intended goal.

You may also consider using targeted advertising. This may be more effective in reaching your target market since social media companies can help you narrow down the receivers to your target audience. They can create ads based on age, interest, location and other factors. For example, if you want to reach younger generations, you can advertise your products on channels that mainly create content for them.

6. Design a website

A website is the organisation's online profile that helps it connect with customers through content, media and unique design. Websites offer an excellent opportunity for you to promote a company's core message and brand. To create a positive user experience, consider designing an accessible and comprehensive website that outlines the company's history, mission, objectives, products and services.

Most customers visit a website to search for information on how to meet their needs. Be sure to clearly define the brand and highlight what customers stand to gain by purchasing its products. You can also customise the website to include a review page, allowing you to discover what customers think of the products or services. You can also sell these products via the website.

Related: What is web design? (Definition, elements and uses)

7. Create marketing materials

While digital marketing can reach a higher number of customers, it's also useful to consider target audiences that prefer physical marketing materials. Some of the marketing materials you can create include mailers, flyers, business cards, brochures, displays and signs. You can hand them out in person, post them or display them in public places where customers are likely to notice them. Using physical materials can help you reach customers who are less likely to use digital platforms, such as older generations.

8. Manage the brand

With an ever-changing market, managing the brand can help to maintain loyal customers and attract new ones. Having a solid strategy can help prepare for any changes in the market. One of the best strategies for managing a brand is to collect customer feedback. Collecting customer feedback can help determine which parts marketing consumers find most engaging and what areas you can improve. This can help you gain valuable insight into which marketing strategy to use and how to create a branding message.

To effectively manage a brand, a company may require a dedicated team that's continuously doing research, monitoring the company's reputation and updating the brand as the market changes. This team can consider things such as:

  • Is there traffic to the website?

  • Are people sharing the brand on various social media platforms?

  • How many newly generated leads were there using a specific marketing strategy?

  • How are competitors positioning their brand?

Tips to help you create brand loyalty

After developing the brand, you can use these three tips to help create brand loyalty:

  • Provide authentic customer service: Follow through on anything you promise to deliver to customers and avoid giving guarantees on something that might be difficult to provide. Address issues that customers raise to let them know that you care about their opinion and satisfaction.

  • Listen to customers: Consider viewing all the feedback you get from customers as useful information for an organisation. Positive feedback shows that the current strategies are in order, while negative feedback highlights areas that it can improve.

  • Be consistent: One of the main ways to create brand loyalty is to remain consistent in providing high-quality products. Be sure to stay informed on emerging trends and keep innovating so that customers can consistently get value from the company.


  • What is brand positioning and what are its benefits?

  • Brand affinity: definition, importance and benefits

  • Creating a business development strategy: an 8-step guide

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