BRAND DEVELOPMENT – EXPLORING THE 3 PHASES.

In today’s advertising and branding industry, any successful brand is made up of meticulous understanding of who they are, what their customers wants and the kind of competition that lies in the market. Therefore, a brand development strategy becomes essential for greater success. A clear strategy helps in getting the development started in a processed manner. The analysis can be done in a clearer and deeper manner once things are sorted and categorized. The team working on the brand development will have a clear idea and distinct understanding about every phase they would be working on.

Phase 1:

This is the most crucial phase of all. Creating the brand team holds the most priority. Once the most articulated and creative people of the lot are pulled In together, the entire team needs to sit somewhere   and work on the internal brand discovery. Review the context, existing business and marketing plans as well as the targeted customers for the development potential. Do in depth analysis about the view of the brand among the business leaders, its meaning and identity in the market. A thorough mind storming should be done to understand the business and brand development insights.

Phase 2:

Now that the beginner work is done, the team needs to start working on Consumers. Consumer discovery is the second crucial phase of a brand development strategy. Depth workshops need to be conducted to understand the consumer psychology. All the imagery, perception and questions that emerges out of the workshops helps in understanding the accurate stand of the brand In the market and how exactly the consumer understands about the brand and let the team know about the brand usage, interest, awareness, overall perception and loyalty. These all finally led to create a better brand value in the market

Phase 3:

This is the phase where the actual work starts. In this phase, the development team gathers all the information collated in Phase 1 and Phase 2 and turns those insights into actions. The internal opinion from the Phase1 and the external opinion collected in phase 2 quantitatively help understanding the research to produce the best result suited for the market. The goal is to understand the need of the market and then work accordingly. Strategies are created to alter the brand behavior favorable to the market requirement.