What frameworks, methodologies or resources do you recommend to define and develop a brand?

There are tons of ways to do this but they all center around defining the personality of your brand/product, this means understanding how you are perceived by others and reflecting that back (or making an effort to change it!) in your tone and voice across owned assets. 

We actually recently did a HUGE refresh of Trello's brand (after being around for 10 years!) this past February. It was a big, multi-year undertaking led by Trello's head of Brand Marketing. One exercise the team used was called “build a box.” Each participant chose a box or image that would represent Trello if it had store-shelf packaging like a mass consumer product. They would then include a tagline and three features or brand pillars that would go on the box.

“We kept it to an hour session, with time for sparring,” Leah said. “It was quick, but we realized we were all quite aligned on the top messages for Trello and it gave us a well of ideas to pull from when building out the final page.” 

Read about the entire experience and outcome in this fantastic write-up interview with Leah.  

Brand strategy isn't a one-size-fits-all thing. I believe you really need to understand what makes a brand valuable and how to connect with people. There are several tools and approaches that can help, but here are some I find particularly useful:

• To understand a brand's DNA: I recommend the "Brand Onion" as a great starting point. It's a visual way to break down a brand into its core components, from the practical benefits to the deeper emotional connections. I've used this framework many times to help teams get clear on what the brand truly stands for.

• For understanding a brand's position vs. other brands: A "Brand Positioning Map" is incredibly helpful. It allows you to visualize how your brand fits against the competition. It's all about finding your unique value in the market.

• For a general understanding of internal and external components: A "SWOT Analysis" might sound as an old tool but still vey efficient . I use it frequently to look at the brand's strengths and weaknesses, as well as the opportunities and threats in the market. It provides a valuable overview.

• To understand your customer: I highly recommend "Customer Journey Mapping." It's about understanding the customer's experience with your brand at every stage. It is a great tool to identify pain points and opportunities to improve the customer experience.

• For knowing your rivals: A "Competitive Analysis" is a must. You need to know what other brands are doing and where you can stand out. I always include a competitive analysis in my initial research phase.

Remember, these are all tools and methods that can help you get started, but the best tools depend on the actual situation. Don't be afraid to experiment and find what works best for you and the specific brand you're working with.