Creative thinking should be included in everything that you do. Your tried and trusted process should allow for an element of this, firstly to achieve the desired outcome and secondly to help evolve your process to make it truly unique and proprietary. 
 

Why brand evolution? 

In all of the work that we have completed we have noticed that a brand is not static, it evolves based on the maturity of a business, products, services and target markets. 

We always seem to see the potential of a brand and cannot help but want to be involved in evolving the brand to further solidify what it stands for based on how the business is evolving and where the business is winning.

So what is this revolutionary process that we speak of that will help ensure that you will evolve your brand to be amazing and relevant? I’ll let you in on a little secret... it’s pretty simple really and is very logical. 
 

The process to developing and evolving amazing brands

Understanding
Understand your environment, the political landscape, organisation vision, stakeholder, define your products and services, your competitors….the whole lot. Look at your companies history across all areas of the business, look at your environment…really try to understand it as deeply as possible.

Clarification
Now its time to define, who is your company/product/service and what do you want to be. This is where you look at things like your vision and brand strategy. 

Positioning
How does what you are offering differ from the rest of the marketplace and what is your stance as a brand…thats it.

Brand Essence
This is the central idea of your brand, the unifying concept that will be communicated to everyone and all of this leads you to your…
 

Conclusion

Going through the above process is essentially developing the foundation of your brand. This process can essentially be repeated based on business maturity and thus a good brand will revisit the process to ensure that it remains relevant to their target audience. 

Developing the brand helps us to then develop the brands name and identity. When clients enquire about brand development, they often want someone to develop a visual identity (such as the logo). 

Not following the brand development process above means that there is a good chance that the visual identity simply will not hit the mark. It’s kinda like playing competitive sport without training or playing friendly games…you can play the game, but you won’t be consistently winning or even competitive. 

The reality check may be that you need to go back to division 4 and get your team humming before moving your way up through to the higher divisions. 

Stay tuned as in the future we will explore the essential elements for naming and developing brand visual identity.
 

Some brands that Mind Methods has created...

Branded Campaigns in Action

Other Articles of Interest

Article by Simon Tokic. Simon has a few passions including basketball, music and surfing, however, most of his time is spent as a self proclaimed marketing geek applying fundamental marketing principles in strategic and creative ways. Prior to running Sydney marketing agency Mind Methods, Simon worked on leading brands including Sony Pictures, Universal Pictures, Glad, Chux, Armor All, Clorox, Barbeques Galore, Anglicare and more.