Developing a brand is basically creating a new meaning from the void — creating value that people will be eager to pay for. For us it is important to make the brand innimitable and magnetic for the chosen target audience. We break down this process into 4 sections: 1. Diving deep into users’ identities, personalities and motivations. 2. Designing an architecture of meanings. 3. Finding the credibility appeals and leveraging cognitive dissonance. 4. Evolving DNA of your brand. As a result, we will surround the brand with a multitutde of emotional appeals. We will also determine the brand tone, ideal media formats and most effective channels for user interactions