In order to build a strong brand, it is crucial to understand the different stages of brand development and how to navigate them successfully. There are four main stages of brand development: unknown, known, famous, and in crisis.

The Unknown Stage

Every brand starts out in the unknown stage, where the primary goal is to go from being unknown to being famous as quickly as possible while avoiding a crisis at all costs. However, this can be a challenging stage, as the brand is essentially starting from scratch and has to work hard to get noticed.

During the unknown stage, it's important to play to win. This means doing everything necessary to get recognised, such as aggressive marketing campaigns, offering discounts, or creating viral content. The goal is to show the world why the brand is valuable and establish a foothold in the market. However, brands must be careful not to overextend themselves and damage their reputation in the process.

The Known Stage

Once a brand has gained some traction and is no longer unknown, it enters the known stage. This can be a critical moment for the brand as it establishes its identity and builds relationships with customers. It's essential to continue playing to win at this stage and not become complacent. Many brands make the mistake of playing it safe at this stage rather than taking calculated risks and continuing to innovate. However, playing it safe can lead to stagnation and ultimately harm the brand's growth potential.

The Famous Stage

The famous stage is the ultimate goal for most brands. This is when the brand becomes a recognised entity and enjoys a high level of familiarity with customers. At this stage, people are more comfortable buying from a brand they know, which can lead to increased sales and revenue. Social media can be a powerful tool for helping a brand become familiar to as many people as possible by increasing exposure and engagement with potential customers. However, even famous brands are not immune to crises.

The Crisis Stage

A crisis can occur at any stage of a brand's development and can be incredibly damaging if not handled properly. It's essential for brands to have a crisis management plan in place and be prepared to respond quickly and effectively if a crisis does occur. A well-executed crisis response can actually help a brand recover and become stronger in the long run, as it demonstrates the brand's commitment to transparency, accountability, and customer satisfaction.

To sum up, developing a strong and successful brand requires a grasp of the many stages of brand creation and the successful navigation of them. From playing to win in the unknown stage to becoming familiar to customers in the famous stage, each stage presents its own challenges and opportunities. Brands may create a strong and enduring presence in the market, win over customers' trust, and succeed over the long term by having a clear strategy for navigating these stages and utilising the power of social media and crisis management.

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Skims and REFY Beauty are great examples of successful brands that have gained popularity by following some of the principles of brand development.

Revolutionising Shapewear

Skims, founded by Kim Kardashian in 2019 specialises in shapewear, loungewear, and underwear for women of all sizes and skin tones. Skims has gained a lot of attention for its inclusive approach to sizing and its focus on body positivity.

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In terms of brand development, Skims started out in the unknown stage. While Kim Kardashian was already a well-known celebrity, the Skims brand was a new venture that had to establish itself in the market. To do this, the brand focused on creating a strong visual identity through its packaging and advertising, as well as collaborating with influencers and celebrities to promote the brand.

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Skims quickly moved through the known stage and became famous almost overnight. The brand's launch generated a lot of buzz on Tiktok, with products like the Seamless Sculpt Bodysuit going viral, which helped to increase its exposure and drive sales. Skims also capitalised on its famous founder's social media following, using Instagram and Twitter to promote the brand and engage with customers.

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Redefining Beauty

REFY Beauty is a makeup brand founded by Jess Hunt and Jenna Meek in 2020. The brand's focus is on creating easy-to-use makeup products that enhance natural beauty. REFY Beauty has become popular for its minimalist approach to makeup, as well as its dedication to sustainability.

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Like Skims, REFY Beauty started out in the unknown stage. To establish the brand, the founders focused on creating a strong visual identity that emphasised simplicity and natural beauty. They also worked with influencers and beauty bloggers to promote the brand on social media.

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REFY Beauty quickly gained a following and moved through the known stage. The brand's focus on sustainability and minimalist beauty resonated with consumers, who appreciated the brand's commitment to ethical and eco-friendly practices. REFY Beauty has continued to grow and evolve, launching new products and expanding its customer base.

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Both Skims and REFY Beauty are great examples of brands that have successfully navigated the stages of brand development by creating a strong visual identity, collaborating with influencers and celebrities, and capitalising on social media to promote their products.

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Download our brand strategy template here.

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Editor's picks:

SKIMS Seamless Sculpt Bodysuit

This seamless style lifts your butt, sculpts your core, and supports your bust. The low back and high-cut legs make it a great base for so many outfits.

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REFY Lip Collection

A world-first liner and setter. Complete with a high-shine gloss.

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