Strategic brand identity development methodology: increased synergy between brand and business strategies

This paper introduces a comprehensive brand identity development methodology that combines branding and business frameworks to create a strategically aligned, coherent and distinct brand identity. Traditionally, brand and business strategies have been treated separately, with frameworks addressing either the business side or the brand side. This methodology bridges this gap by incorporating both branding- and business-focused frameworks, ensuring the developed brand identity is strategically aligned with the brand’s strategic positioning and the company’s business model and objectives. The methodology is particularly suited for rebranding and repositioning within commoditised business-to-business markets, where product differentiation is limited and a distinct brand identity is crucial for the success of the company.