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The Four C’s of Brand Development

0 Comments | Oct 24, 2012 | Written by:

Strengthen Your Brand By Focusing on Four Primary Things

brand developmentStarting a new business is one thing, but coming up with your brand is another thing entirely. Brand development is an essential part of running a business that needs to be monitored closely and continuously, so you can always be sure your brand is reflecting your business’s core beliefs and mission statement.

Breaking your brand development down into four individually addressed issues will make it easier for you to build a brand that meets your company’s needs.

These issues are commonly called the 4 C’s of Brand Development, and they include – Company, Customer, Competitors, and Collaborators.

#1 – Your Company

Your brand needs to reflect the promise that your company is making to its customers. Think of how your brand relates to your products or services, as well as the personality of your company. Your brand needs to relay your company’s core message to your customers in a clear and easily understood manner.

A brand that does not match its company’s message will result in a business identity that does not make sense, and one that ultimately leads to customer confusion.

#2 – Your Customers

When you are considering how your customers are going to view your brand, it is important to keep your three primary customer types in mind: these include the purchaser, the influencer, and the user.

The purchaser is the person who makes the decision to buy your product, the influencer is the person who influences the purchaser to go with your product, and the user is the person who actually uses your products. Remember, each person in this triangle is looking for something different in your product or service.

#3 – Your Competitors

Your competitors can also be separated into three categories, including your primary competitors, your secondary competitors, and your tertiary competitors.

Research your primary competitors thoroughly, as they are the ones you will be competing against the most. Find out what parts of their brand messaging works, and what does not. Try to come up with a unique brand message that not only keeps you competitive, but one that will also position you ahead of the crowd.

#4 – Your Collaborators

Collaborators are people, businesses, and organizations that may be able to help get your message across to a wider audience, yet they are not paid or rewarded for these efforts. A good example of a collaborator is the media. By making sure your brand is easily approachable, you can increase the chances that it may be represented or highlighted in an article, a news expose, or some other outlet.

When you look at your business’s brand development from these four unique angles, you will be better able to create a brand image that will be accepted across nearly all platforms.

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Dave Donovan is a freelance writer and owner of Donovan Copywriting. He has more than seven years of experience as a professional writer, editor, and proofreader. Dave has written extensively for the web with a primary focus on articles targeting finance and business.