Brand Development

Oyl + Water design

Brand Development


A passionate founder and standout formulas are just the start. Building a brand and positioning it for scale requires experience, insight, intuition and access to the sharpest tools, right resources, and high-caliber creative talent. Rachel’s Brand Development process provides the framework and lays the foundation for breakthrough brands.

Brand Strategy

Brand Development begins with your WHY, and ends with distinct positioning that inspires customer loyalty and builds brand equity. Rachel starts her strategy process using her time-tested 8 point framework to answer critical questions: Why are you here, who are you for, how will you stand out, and where will you succeed?

The 8 Point
Framework covers:

  • Define Your Why
  • Industry Insights
  • Cultural Thermals
  • Customer Analysis
  • Competitive Landscape
  • Competitive Advantage
  • Positioning
  • Product, Price and Distribution Strategy

The 8 Point
Framework covers:

  • Define Your Why
  • Industry Insights
  • Cultural Thermals
  • Customer Analysis
  • Competitive Landscape
  • Competitive Advantage
  • Positioning
  • Product, Price and Distribution Strategy

Brand DNA

A brand is nothing more and nothing less than how you are perceived in your customer’s mind. The second phase of Brand Development is defining your Brand DNA, including your brand’s personality, voice, and tone, which sets the stage for storytelling.

Brand DNA includes:

  • Archetype / Persona
  • Personality, Voice, Tone
  • Vision, Mission, Purpose, Values
  • Environmental and Social Impact
  • Brand Essence

Brand Identity

Your brand isn’t just communicated with words. It is visually articulated across every touchpoint, from packaging to your website and social channels. The third phase of Brand Development is designing a Brand Identity that aligns with your positioning and brand strategy, so your customer knows who you are and what you’re about just by looking at you.

Brand Identity Includes:

  • Brand Name
  • Logo
  • Typography
  • Color Palette
  • Graphic Elements
  • Art Direction
  • Brand Guidelines

Brand Identity Includes:

  • Brand Name
  • Logo
  • Typography
  • Color Palette
  • Graphic Elements
  • Art Direction
  • Brand Guidelines

Storytelling Architecture

Brand Development concludes with Storytelling Architecture, the structure for the customer journey from brand awareness through purchase and retention strategies, resulting in a cohesive experience that builds brand loyalty.

Storytelling Includes:

  • Brand Story
  • Product Story
  • Narrative Pillars

Storytelling Includes:

  • Brand Story
  • Product Story
  • Narrative Pillars