How long does it take to build a brand*? There are so many variances to this. Are you starting from scratch without even a name? Are you taking the legacy of a brand and improving on it? (What BRANDINGETC calls a brandover.) How many products or divisions does the brand need to apply to? In other words are you creating sub-brands? How many decision makers are involved with approving the brand development? My experience shows that it it takes a bare minimum of 90 days to concept and design a brand identity. Yes, you can try to do it faster. But to develop a brand properly it is best to do the research including the competitive analysis, know what makes your idea better and different from others (your unique selling proposition - USP) and develop a mission statement. Give yourself and the brand the gestation time for both perspective and refinements. Once you think your brand is developed it doesn't stop there. You need build brand awareness, in other words spread the word about your brand. As in everything that is brought into this world, building a strong brand takes time. But with patience, determination, and keeping a watchful eye on it, your brand can grow to be strong and will live a long life. And, who knows, maybe it will have a brand of its own one-day.
*There are many definitions of the word "brand". For the purpose of this article we are talking about an idea that gets "wrapped" in a look and presented with a tone of voice so it can be communicated and consumed by the general public.
Taking all of my experiences of working with fortune 500 companies and massive advertising agencies, I moved to the Hudson River Valley to establish my own company. Now I help clients all over build their company's brand and am loving it!