Brand development, harmonization, marketing, and maintenance is not for freelance designers and copywriters alone but takes a process that includes skilled brand management, creative direction, and marketing expertise to lead a healthy exploratory process as well as strategy and deployment to bring about the kind of results needed in today's noisy marketplace. Make sure you are achieving your goals and not simply putting on a pretty face and message that will need replacement upon completion. Seek First to understand your market as it actually is today, communicate accordingly, then be understood.