Brand Development

Your brand is not just a logo, it’s much more than that…

Great brands know how to connect with audiences and create meaningful impressions. A logo can’t make a bad product or company better, but a well-designed brand identity will help position a product or company to realize its full potential.

A professional brand identity becomes the face of a company or organization and is often the first connection between the brand and its target audience. We all want to make a good first impression, don’t we?

gShift’s brand Development Service typically includes 3 phases; Brand Discovery, Brand Identity and Positioning, and Creative Development.

Brand Discovery

Understanding where your brand is is the most important step that you can take whether you are launching a new brand or redefining an existing brand. Our brand discovery phase includes the following steps:

Brand Discovery Session

The brand discovery session can be a single session with senior management or a series of sessions involving employees, volunteers and board members. The sessions can be conducted in person or offsite depending on location.

Following the internal discovery session, a series of face-to-face or telephone interviews or surveys take place with customers, suppliers, partners and other select individuals who have been exposed to the brand. This is a critical step in determining if internal brand perceptions are in line with external brand realities.

Brand Audit

gShift will review all current brand communications, brand messaging and brand experiences. This could include internal and external marketing materials, websites, social media, advertising campaigns, print and digital communications, tradeshow booths, etc.

 Brand Analysis

gShift will analyze your competitor’s strengths and weaknesses. This will enable us to develop a unique brand position that will separate you from your competitors.


gShift will present you with a report based on our findings from the discovery process. The findings will be used to develop your brand identity and positioning.

Brand Identity & Positioning 

gShift will develop a comprehensive brand identity for your company or product that will encompass the core characteristics of your brand, such as values, purpose, and strengths. It will also identify your brands distinguishing characteristics that make your brand appealing to your key audience and stand out among your competitors.

All successful brands address a needs deficit. In this sense all brands have a purpose.

 Voice and Tone

Inconsistency in brand voice happens as organizations grow, new employees, freelance writers and agencies add to the brand’s content creation mix.

Think of your brand tone and voice this way, if your logo didn’t appear with your content, could your audience identify the content as coming from your brand? Would someone viewing your content on different channels know it all came from the same brand?

Creative Development

Building on the discoveries made during the brand discovery and brand identity & positioning phases our team will develop creative briefs for all of your brand’s marketing communications and experiences. This begins, of course, with a logo and a well-defined brand identity guide that establishes your tone and voice, brand colour, fonts, style guide, and personas.

With your brand identity firmly in place, our team will provide you with the guidance and oversight needed to professionally and consistently position it across all media channels both online and offline.