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.