Just like a human child, when a brand is born, before it is established, someone must look after it, protect it and nurture it. Poor identity management erodes brand value. Whenever Daniel would launch a brand, they would always deliver collateral packages and identity and usage manuals, to ensure brand consistency for the life of the brand.

Brand development often included naming strategies and the process of copyrighting established marks as well as establishing web networks and early-stage marketing strategies, often on limited budgets.