What is Brand Development and Guardianship?
Brand development is the comprehensive process of building a brand’s unique identity that differentiates it from its competitors. The process involves clearly defining a brand’s purpose, values, and voice that it uses to communicate its promise to the target audience. Once launched, digital brand guardianship is an essential part of the management of a brand’s online presence. Brand guardians protect the essence of a brand in the online space, ensuring that the content and audience interaction remains consistent with its original promise and of a high quality.
Why is Brand Development and Guardianship Important?
Effective brand development allows a brand to stand out in its market and attract a loyal customer base. The brand statement is the touchstone with which the brand can then align all its activities and communications. Once its identity is established, a brand needs governance to maintain a prominent yet unique voice across channels in crowded communications spaces. Such a strong guiding framework is the key to remaining agile in an ever changing marketplace.
