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Brand building

The five stages of brand building

Brands build value over time, a stage at a time. Here’s what each stage looks like, and what it takes to reach the next one.

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Where value is added

Every brand starts at stage 1. Stages 3 to 5 are where a brand adds real value, and more with each step: it stands apart from its competitors, and people know what it stands for.

  1. Stage 1

    Unbranded

  2. Stage 2

    Basic branding

  3. Stage 3

    Brand differentiation

  4. Stage 4

    Brand personality

  5. Stage 5

    Brand at the company’s heart

Stage 1

Unbranded

There’s no brand to speak of yet. That makes it a clean slate: you can build it right from day one.

You’re here when

  • Nothing about the business looks or sounds like a brand yet.
  • The brand is still an idea in the founder’s head.
  • A product exists, but its audience doesn’t know it by a name or a brand.

To reach stage 2

  • Start with the basics: a name and a logo you’re happy to stand behind, everywhere you show up.

The other 2 steps are in your free brand check results.

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Stage 2

Basic branding

You have the basics: a name, a logo and colours. They aren’t used the same way everywhere yet, and nothing sets you apart from your competitors.

You’re here when

  • The brand has a name, logo and identifiable colours.
  • The brand is inconsistent.

To reach stage 3

  • Work out the one thing you do that your competitors don’t, and say it in a sentence.

The other 3 steps are in your free brand check results.

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Stage 3 · Where value is added

Brand differentiation

You stand apart from your competitors and you know your category. This is where a brand starts adding value, and the next step is a personality people can believe in.

You’re here when

  • The brand is distinguishable from your competitors.
  • The brand is defined in a category.

To reach stage 4

  • Write down why your business exists beyond making money. Everything else grows from it.

The other 3 steps are in your free brand check results.

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Stage 4 · Where value is added

Brand personality

Your brand has a purpose, values and a voice, and it shows up the same way everywhere. This is where a brand adds the most value.

You’re here when

  • The brand has a defined core purpose.
  • The brand has a clear vision.
  • The brand has formalised values.
  • The brand has a consistent visual identity.
  • The brand has a verbal identity.
  • The brand is reliable and predictable.

To reach stage 5

  • Share the brand’s purpose and vision with the whole team, and keep talking about them.

The other 2 steps are in your free brand check results.

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Stage 5 · Where value is added

Brand at the company’s heart

The brand is at the heart of your company: decisions are checked against it and your clients speak up for you. The job now is keeping it relevant.

You’re here when

  • The organisation is intuitively informed by the brand.
  • All business activity is sense-checked against your brand values.
  • Your team is aligned around the brand and the brand’s vision.
  • Your clients are ambassadors.

To stay here

  • Set a brand review at least once a year, so the brand keeps pace with your business and your market.

How we help

Free brand check

Where does your brand stand?

Answer fifteen quick questions and we’ll show you which of the five stages of brand building you’ve reached, and how strong each stage is.

  • Free
  • 15 questions
  • About three minutes
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