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Brand Development

Your brand is not just a logo, it is much, 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. Let us help you make your best first impression.

Mintent's Brand Development Service typically includes 3 phases; Brand Discovery, Brand Identity and Positioning, and Creative Development.

Brand Discovery

Understanding where your brand stands now is the most important step you can take whether you are launching a new brand or redefining an existing brand. 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 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

Our team  will review all current communications, messaging and brand experiences. This could include internal and external marketing materials, websites, social media, advertising campaigns, print and digital communications, tradeshow collateral and more.

Brand Analysis

We 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.


Our team 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

Mintent 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 target audience and stand out among your competitors.

Voice and Tone

Inconsistency in brand voice is a natural occurrence especially as organizations scale. With the on boarding of new employees, freelance writers and agencies, your brand’s content creation mix becomes more complex.

Think of your brand tone and voice this way, if your logo doesn't appear with your content, could your audience identify the content as coming from your brand? Would someone viewing your content across various channels know it 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.

Let’s Work Together

Every member of our team has a deep understanding of digital marketing and works closely with one another towards one goal—to help grow your business. With our industry knowledge, assets and collaboration, we can help increase discoverability, leads and ultimately conversions. Contact us today to find out where you stack up against your competition within the digital landscape.

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