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Brand Development | Stages of Brand Development

The Essential Stages of Brand DevelopmentBrand Development | Stages of Brand Development

Effective communication is essential for any relationship to thrive, and in the context of brand development, it serves as the vital link between your company and your clients. Your relationship with your customers is as important to you as your closest friendships. So, it is important to keep your name fresh and exciting in today’s modern marketplace. This will assist you in achieving your goal of being a leading competitor in your category.

At XCO Group, we dedicate our time to keeping your branding crisp, fresh, and in line with the message you wish to portray to your clientele. In this article, we will be discussing the five essential pillars to elevate your brand and remain competitive.

The 5 Pillars of Essential Brand Development

When it comes to brand positioning within your area of expertise, certain elements need to be considered. These are more commonly known as “The five Ps” – Purpose, perception, personality, position, and promotion. Let’s investigate these 5 stages of brand development for you to define your values more effectively:

  1. Purpose:

Your purpose is what motivated the company’s existence. Why does your brand exist? How does it make a difference in your clients’ lives? What promises do you make, and how do you deliver on them? Every decision you make is in light of your focus, vision, and founding statement.

The integrity of positioning yourself as a purpose-driven company comes from your commitment to staying true to your core focus. This commitment will also drive employees that share your vision toward your brand which, in turn, reflects in a positive customer experience.

  1. Perception:

What role does the company play in the minds of your clientele? How would they describe you as a company and what do they perceive your mission statement and core values to be?

The perception pillar belongs to your clients. It may be a difficult pillar to fulfil as companies tend to project how they think their clients perceive them. However, your clients interpret your brand based on information gathered through messaging, online reviews, design, advertising, and in-person experiences with your brand. A positive perception could make your clients your best advertisement and word-of-mouth business would follow.

  1. Personality:

What are the keywords you use when addressing your clients? What words would your employees use to define their workplace and what is your workplace culture? In other words, what is your brand’s mood?

Essentially, how you speak to your clients across multiple platforms defines your company’s personality. This sets the tone for future business. Repeat clients return because of a positive experience across all levels of your company and they know what to expect from you. Being a company with a pleasant personality could differentiate you from competitors and outpace them in competitive marketplaces.

  1. Positioning:

Who are you currently attracting and does this differ from the clientele that you desire? Who are you attempting to attract and where would you prefer to stand within your marketplace? What is the most compelling benefit that you offer to your target customers and does your brand deliver on its promises?

You have to be realistic about what your brand offers to its clientele, as positioning is as much about your current clientele as it is about brand development for the future growth and evolution of your business. This is where your brand influence should meet with a strong brand strategy.

  1. Promotion:

Who are your greatest brand ambassadors and who manages your brand development and its standards? Who addresses customer complaints and how does the brand deal with these situations?

Sales promotion and brand promotion are two very different beasts. Sales promotions are short-term, limited-time offers made available to promote businesses during the sales period. Brand promotion is aimed at increasing awareness of your brand and attracting new customers and keeping existing ones. Promoting your brand to existing customers can also improve brand loyalty, which is why it’s something companies should invest in.

Brand Development Specialists You Can Trust

For almost 40 years, we at XCO Group have set the pace for modern brand identification, brand promotion, and brand development. We offer a full range of clothing, branding, and brand identity tools to put you in front of your clientele more often and more handsomely.

We have an online catalogue of over 200 000 products and cutting-edge technology. If you want to define your brand identity, let’s talk. We will merge imagination and technology to assist your brand’s growth in an age of digital transformation. Our professional, skilled team of brand developers are only a call away and are standing by to assist.

 

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AddressCorporate Park,
Route 21, 101 Sovereign
Dr, Irene, Pretoria, 0157

Contact a Consultant

Gauteng
Christelle Zietsman
Cell: 072 673 5568
Email: keyaccounts2@xco.co.za
Chevaughn van Zyl
Cell: 079 220 0312
Email: crm2@xco.co.zaDave Tippet
Cell: 079 389 4793
Email: keyaccounts3@xco.co.za

Martin Kruger
Cell: 082 579 6127
Email: limpopo@xco.co.za

Noudean Swart
Cell: 074 793 0944
Email: sourcing@xco.co.za

Karlien Erasmus
Cell: 083 793 3631
Email: corporate3@xco.co.za
Karlien Van Vollenhoven
Cell: 076 330 5425
Email: orders1@xco.co.zaKholofelo Mokwele
Cell: 060 989 4059
Email: kholofelo@xco.co.za

Koenkie Mokwa
Cell: 074 465 4171
Email: dbu@xco.co.za

Misha Joyce
Cell: 082 872 6250
Email: Mpumalanga@xco.co.za

Mariah Selamolela
Cell: 078 830 6971
Email: dbu2@xco.co.za

Marlize Lemmer
Cell: 082 570 3244
Email: gauteng@xco.co.zaNadia Deane
Cell: 076 982 5717
Email: pretoria@xco.co.za

Tuane Labuschagne
Cell: 061 268 2501
Email: support1@xco.co.za

Rico De Wet
Cell: 082 579 6124 Email: rico@xco.co.za
Humphrey Langa
Cell: 082 967 9522 Email: dbu1@xco.co.za
National and Provincial

Lineze Wilson
Cell: 072 390 3910
Email: gnandsa@xco.co.za


Nicole Cannoo
Cell: 072 289 7955
Email: gnandsa4@xco.co.za

Corne Terblanche
Cell: 082 889 2319
Email: gnandsa3@xco.co.za
Mpumalanga
Humphrey Langa
Cell: 082 967 9522
Email: dbu1@xco.co.za

Misha Joyce
Cell: 082 872 6250
Email: mpumalanga@xco.co.za

Koenkie Mokwa
Cell: 074 465 4171
Email: dbu@xco.co.za
Chevaughn Van Zyl
Cell: 079 220 0312
Email: crm2@xco.co.za

Mariah Selamolela
Cell: 078 830 6971
Email: dbu2@xco.co.za
Limpopo

Karlien Van Vollenhoven
Phone: 076 330 5425
Email: orders1@xco.co.za

Kholofelo Mokwele
Cell: 060 989 4059
Email: kholofelo@xco.co.za

Martin Kruger
Phone: 082 579 6127
Email: limpopo@xco.co.za

Humphrey Langa
Cell: 082 967 9522
Email: dbu1@xco.co.za

North West

Humphrey Langa
Cell: 082 967 9522
Email: dbu1@xco.co.za

Karlien Van Vollenhoven
Cell: 076 330 5425
Email: orders1@xco.co.za

Koenkie Mokwa
Cell: 074 465 4171
Email: dbu@xco.co.za

Mariah Selamolela
Cell: 078 830 6971
Email: dbu2@xco.co.za

Mariette Claasen
Cell: 066 263 2882
Email: crm5@xco.co.za

Rico De Wet
Cell: 082 579 6124
Email: rico@xco.co.za

Martin Kruger
Cell: 082 579 6127
Email: limpopo@xco.co.za

Free State

Christelle Zietsman
Cell: 072 673 5568
Email: keyaccounts2@xco.co.za

Jorne Du Plessis
Cell: 082 550 8561
Email: fsandnc@xco.co.za

Kholofelo Mokwele
Cell: 060 989 4059
Email: kholofelo@xco.co.za

Mariah Selamolela
Cell: 078 830 6971
Email: dbu2@xco.co.za

KZN
Christelle Zietsman
Cell: 0726735568
Email: keyaccounts2@co.co.za

Johan van Schalkwyk
Cell: 0767925719
Email: kzn@xco.co.za

Western & Eastern Cape
Eddie Jackson
Cell: 082 927 9357
Email: wc@xco.co.za
Mariette Claasen
Cell: 066 263 2882
Email: crm5@xco.co.za
Northern Cape

Christelle Zietsman
Cell: 072 673 5568
Email: keyaccounts2@xco.co.za

Humphrey Langa
Cell: 082 967 9522
Email: dbu1@xco.co.za

Jorne Du Plessis
Cell: 082 550 8561
Email: fsandnc@xco.co.za

Koenkie Mokwa
Cell: 074 465 4171
Email: dbu@xco.co.za

Africa
Dave Tippett
Cell: 079 389 4793
Email: keyaccounts3@xco.co.za
Chevaughn van Zyl
Cell: 079 220 0312
Email: crm2@xco.co.za
Botswana - Gabarone
Batul Zainy
Cell: +26775676786
Email: batul@xco.co.bw
Lawrence Swanepoel
Cell: +26777467732
Email: lol@xco.co.bw
Namibia
Christo Bronkhorst
Cell: +264 85 127 8855
Email: christo@xco.co.na

Derick Bronkhorst
Cell: +264 85 127 4477
Email: derick@xco.co.na

Namibia – Windhoek
Tel: +264 61 254 175
Physical Address:
3 Calcium Street Prosperita
Windhoek
Namibia

Rozelle Bronkhorst
Cell: +264 81 127 4477
Email: sales@xco.co.na


Jahno Louw

+264 81 626 5718
sales2@xco.co.na