The branding process is the systematic approach used to create, communicate and strengthen a firm’s brand. It consists of a number of sequential steps. These steps may vary depending on who is implementing the process and the specific outcomes the firm is trying to achieve.
For example, a design-oriented firm may focus on the design of a logo and other materials used to communicate the brand (brand identity). A promotion-oriented firm, on the other hand, may emphasize increasing the visibility of the brand (brand building).
Usually, the best results are achieved by taking a balanced approach that devotes sufficient attention to each phase of the process.
When the branding process is applied to an existing firm it is often referred to as rebranding. Brand development is another term sometimes used to describe the branding process.