The Difference Between Creating A Brand and Building One

"Cultivating a brand is like tending to a garden. With patience, care, and attention to detail, it blossoms into a thriving symbol of identity and trust."

The terms “brand-building” and “brand development” are often used interchangeably, although they represent two distinct phases in your marketing journey. While both are integral to a company’s success, understanding the difference is crucial for crafting a successful brand strategy. Let’s discuss these two concepts and explore the activities that make each phase a success.

Brand Development:
Establishing a Foundation

Brand development refers to the initial stages of establishing an identity and presence in the market. It involves shaping the brand’s personality, messaging, values, and visual elements. Here’s a few key aspects of brand development:

  • Defining Your Brand Identity

    We begin this process by outlining your brand's mission, values, and unique selling propositions. What does your brand stand for, and what makes it different from the competition? Answering these questions is essential to establishing a strong brand identity.

  • Creating a Visual Identity

    This process involves designing a compelling logo, choosing a color scheme, and selecting fonts that align with your brand's personality. These visual elements should be consistently applied across all marketing materials and visual assets.

  • Building Awareness

    At this stage, the goal is to introduce your brand to your target audience. This includes leveraging various marketing channels, such as social media, content marketing, and advertising, to generate awareness and attract potential customers.

  • Establishing Credibility

    Building trust is crucial of brand-development. Companies need to consistently deliver on their promises and provide high-quality products or services to establish credibility and reliability in the eyes of customers.

  • Creating Emotional Connections

    Successful brand-development involves creating emotional connections with the audience. This is achieved through storytelling and resonating with the values and aspirations of your target market.

Brand Building:
Nurturing and Evolving

Brand building is the ongoing process of nurturing and evolving that brand over time. This phase is about ensuring that the brand remains relevant, and responsive to changes in the market. Here’s a few key aspects of brand building:

  • Reputation Management

    Managing and protecting the brand's reputation is a critical aspect of brand building. Responding to customer feedback, handling crises, and maintaining a positive public image are all part of this process.

  • Expanding Your Offers

    Brand building often includes expanding the range of products or services offered. This allows the brand to cater to a broader audience and capture new market segments.

  • Evolving Your Brand Identity

    As market trends and consumer preferences change, brands need to evolve their identity to stay relevant. This may involve updating the logo, refreshing the visual elements, or even redefining the brand's core values.

  • Driving Innovation

    To thrive in a competitive market, brands must innovate and stay ahead of the curve. This may involve adopting new technologies, embracing sustainable practices, or exploring novel marketing strategies.

  • Entering New Markets

    Brands may expand geographically or tap into new demographics to fuel growth. This expansion requires careful market research and localization to ensure a seamless transition.

Both brand development and brand building are two integral phases in your branding lifecycle. Brand development lays the foundation, building initial awareness, while brand building nurtures the relationship to stay relevant and competitive. Both phases require careful planning, consistency, and a deep understanding of your target audience. By recognizing the differences between these two concepts, businesses can create a more comprehensive and effective brand strategy that will stand the test of time.


Jasmine O. Dyson

Executive Brand Strategist


Be the first to receive notifications for new posts, events and updates.

Recent Posts
Follow us on social