Brand Development

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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 three critical questions: Where will you play, how will you succeed, and what are your key priorities?

The 8 Point
Framework covers:

  • Situational Analysis
  • Industry Insights
  • Customer Analysis
  • Competitive Landscape
  • Competitive Advantage
  • Positioning
  • Distribution Strategy
  • Strategic Priorities

The 8 Point
Framework covers:

  • Situational Analysis
  • Industry Insights
  • Customer Analysis
  • Competitive Landscape
  • Competitive Advantage
  • Positioning
  • Distribution Strategy
  • Strategic Priorities

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

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 through your brand story, product story, proof points and brand promise, resulting in a cohesive experience across all relevant channels.

Storytelling Includes:

  • Narrative Development (Brand & Product Story)
  • Content Mission
  • Narrative Pillars
  • Content Strategy

Storytelling Includes:

  • Narrative Development (Brand & Product Story)
  • Content Mission
  • Narrative Pillars
  • Content Strategy