Recently updated on January 9th, 2023 at 11:04 am

Brand Development

Building the strongest foundation for your brand

Difference between brand development and branding

You have a vision of what you want your brand to be. So where to, next? Building a brand is just the starting point. But having and maintaining a successful brand that stands the test of time, changing trends and emerging competition – that’s a whole new ball game.
At Spark, we don’t just stop at building a brand. With Spark’s brand development program, we act as your brand custodian, making sure we continue to enhance the visual interpretation and communication style while staying true to your branding. The tone of voice, choice of colours, logo permutations and usage, the tagline and more – these are like pieces of the puzzle that make the whole of your brand. With Spark’s multi-disciplinary team, we ensure a cohesive execution, create distinction from your competitors, and evolve your brand as your business grows.

Evolve. Promote.

What you get with Brand Development

Style Guide

A style guide is an essential tool in brand development. Like a brand bible, this document outlines all the different elements such as typefaces, colour palettes, photography style and logo usage – and guidelines on how to treat each element for various marketing collaterals such as business cards, brochures, signage and uniforms, etc

Evolve. Promote.

What you get with Brand Development

File Formats

Any logos developed during the brand development process are supplied to you in various file formats universally recognised on all platforms (Windows, Mac, iOS, Android, Unix, HTML).

Complete Copyright

Ownership of any assets developed during the brand development process are yours. They are royalty-free and you have full copyright.

Other options to further build your brand

Brand Rollout

Make your brand roll-out a stress free experience with Spark! Our brand development clients stay on board for the sheer simplicity and convenience of having a single source for all the brand roll-out requirements. A seamless experience across both online and offline channels = consistency = a strong brand. Once we have set the foundation in place, we can create your website or refresh your digital presence, revisit your strategy and implement your marketing initiatives for you. Because we’ve developed the foundation and the assets in-house, everything is readily available for us to access and reproduce. The result, within budget and time efficient roll out.

Brand Management

Spark’s brand management is like having an investment advisor manage your stock portfolio. It’s having someone dedicated to maintaining and monitoring your brand. We work with you to preserve the standards we set at the start of the brand development process, and continue to provide recommendations on possible enhancements in the future. In this competitive, digital world a lot of changes can “shake” and influence the way customers perceive your products and services – things like new trends, emerging competitors, or current events. As your brand manager, we ensure your brand can stay in control and stay relevant to your loyal customers.


From the logo to your catchphrase, we at Spark can help you protect your valuable brand assets. We can assist in registering your trademark including shapes, colours, images, packaging or any other elements that uniquely identify your products or services.


Have your own team of brand ambassadors with custom-designed work apparel. Taking inspiration from the brand development process, we can design your apparel with your own logo or unique symbol front and centre. Attracting attention, growing brand awareness and having an easy mobile advertisement your team will be proud to wear!


With the brand development process, we also consider signage, especially when it comes to brick and mortar locations. Without a doubt, signage is one of the most critical components of a consumer facing brand strategy. From building signage, POS posters, decals and A-frames, Spark can create signage that will remain consistent with your entire portfolio to solidify your brand positioning.

Digital Stationery

Something that all businesses use on a day-to-day basis can often be overlooked. Digital stationery is like your electronic business card, so making sure that they are presentable and professional is paramount. From email signatures to document templates, we can develop digital stationery that you can share with your team without going off-brand.

To turn your business into a brand your customers admire and trust.

Talk to Spark,
your web design agency.

Listen to our client stories…

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Watch Roslyn’s Story

Recently updated on September 16th, 2021 at 04:57 pm

“It was clear from the beginning that they were a good match for us”.

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Watch Steven’s Story

Recently updated on September 16th, 2021 at 04:56 pm

“It would take a lot to change our minds and think outside of Spark.”

Brand Development FAQs

Developing your brand means that you are building the connections that marry the core values of your company to the product or service that you provide. Brand development services focus on cultivating personas for businesses that audiences can easily recognise, well distinguished from their competitors. A strong brand keeps you well positioned within consumers’ thoughts and will bring in eager talent with aspirations of working for your company. The end goal for brand developers is for your name and image to be associated with quality, reliability and trust.
A brand development index (BDI) is essentially the percentage of consumers you have won over in an area, measured as a ratio between demographic population and your sales within that segment. It is used in brand development marketing to calculate where advertising resources need to be allocated. A high BDI indicates you perform strongly with an audience, and a low BDI indicates poor performance. However, this method isn’t for companies of all sizes as the depth of customer analytics required to get quality information can be costly, especially when compared to cheaper alternatives in brand development marketing.
There are three main stages in brand development strategy. Firstly, you need to work out where your business stands. Who are your customers? Your competitors? Uncover what emotional triggers your reputation pulls when your brand is evoked. Secondly, you have to decide how you want to transform your image. Map out all of the consumer and commercial relationships you want to establish. Thirdly, start taking action to make these relationships real. At Spark, we recommend drafting a brand image strategy and we offer professional support to help you along this journey, so give us a call if you’re stuck!
The biggest decision that is made across universal brand development is: what do you want to sell? This sounds obvious, but you need to decide early on what your unique selling proposition is. What differentiates you from your competitors could be your products and services, or it could be the vision your company embodies. Deciding which aspects you want to highlight will inform the rest of your strategy. Making the right choice initially can be daunting, but Spark’s brand development Sydney package can provide you with local support to plan out the best future for your business.
As a digital marketing agency, Spark’s services frequently touch upon increasing brand awareness. In our experience, we have found that it is most effective to use a consistent strategy that targets a narrow audience. Regularly push content out to these consumers and become part of their everyday conversation. Timing is everything for word of mouth, so the media you make should be tuned into the current social climate. Be sure to stick to your values and deliver on your brand promises and you will generate a reputation for reliability.
When starting from scratch, you need to thoroughly understand your market before you make any major branding decisions. Analyse your existing competitors and their customer segments, work out what your unique selling proposition is and who it targets. This will give you an indication of where your brand might be positioned in its early stages. Then you can start your journey through all of the stages in brand development, making sure that you are measuring your tangible and intangible brand assets along the way, consulting external brand development agencies as needed.
Your brand development process needs an image to promote, one that is consistent and represents the core value proposition and mission of your company. Always focus on what makes you unique, but take care with how well your brand design can fit into all forms of media. Because maintaining a singular voice is so important to developing your image, having a brand that can be evoked with simple gestures, such as with colour or tone of voice, will let you outsource your content creation to experts whilst retaining your core identity.