Brand Development
Unleashing Your Brand's Full Potential
Customized Strategies for Distinctive Identities
We understand that every business is unique and, therefore, needs a customized branding strategy. Our team invests time in getting to know your business's goals, values, and target audience to deliver a personalized brand development plan that truly resonates with your customers and sets you apart from the competition.
A Holistic Approach to Make Your Brand Shine
Keeping Pace with Your Business Evolution
Our Demand Generation service is all about creating a consistent and sustainable interest in your products or services. Leveraging targeted marketing tactics, we work to capture your audience's attention, nurture their interest, and convert them into loyal customers. Our strategies aim at building a strong pipeline that not only meets your immediate sales needs but also ensures a steady flow of customers in the long run.
Refreshed Brand Strategy Results In Incremental Growth
An emerging technology company with PE investment experienced a decline in YOY growth despite product improvements. A brand refresh coinciding with a product update was implemented, including a brand strategy with a unique value proposition, differentiators, personality, and vertical-specific messaging. This improved the go-to-market strategy, resulting in a 45% revenue increase and 3,500 new customers within 18 months. The company was positioned for divestiture with an attractive profit margin.
CHALLENGE
An emerging technology company with PE investment who had enjoyed 30% YOY growth for the past few years but recently had been limited to a 20% YOY growth. While product improvements were made, the company lacked a clear direction to communicate its brand differentiation and required a refresh of its unique value proposition.
ACTION
To transform this brand that coincided with the 2.0 introduction of the product with improved features and functionality, developed the vision and mission aligned to a brand strategy including brand promise, brand differentiators, brand personality plus vertical-specific messaging. This was the foundation to improve the go-to-market strategy as an opportunity to increase engagement with existing and prospective customers.
RESULTS
Within 18 months, revenue had increased by 45% and an additional 3,500 customers were added to the platform. Because of this performance, the company was positioned for divestiture with an attractive profit margin.
Brand Development FAQs
What is brand development?
Brand development is the process of creating and strengthening your business’s identity in the marketplace. It involves defining your brand's purpose, positioning, values, and voice, all while building recognition and trust among your target audience. This typically includes strategy, messaging, visual identity, and ongoing brand management.
Why does brand development matter for B2B companies?
A strong brand helps you stand out in competitive markets, builds trust with your clients, and translates your value proposition effectively. For B2B companies, it streamlines decision-making, attracts the right partnerships, and positions your business as a leader in your industry.
What’s the difference between brand strategy and visual identity?
Brand strategy defines the foundation of your brand—its purpose, audience, positioning, and goals—while visual identity consists of the tangible elements like your logo, color palette, fonts, and design assets. The strategy informs how your visual elements communicate your brand’s essence.
How long does brand development take?
Timelines for brand development vary based on the scope and complexity of the process. On average, it can take 3 to 6 months to develop a cohesive brand, which includes research, strategy, design, and implementation phases. Larger organizations or more complex projects might require longer.
How do you measure the success of a brand?
Success is measured through metrics like brand awareness, customer trust, market positioning, and business growth indicators. This may include tracking customer engagement, lead quality, referrals, and recognition in your industry. Brand equity—how your audience perceives your value—is another critical factor.
Can a B2B company rebrand without losing existing clients?
Yes, if done strategically. A rebrand should communicate clearly why the changes are happening and how they benefit your clients. Maintaining core values during a rebrand reassures your current clients that your new brand is an enhancement rather than a departure.
How much should a company invest in brand development?
Costs vary depending on the scope of the work and the scale of your operations. A professional agency-led effort might start at $20,000 and go upwards of $100,000 for comprehensive brand strategies, design, and rollout. The investment should align with your business goals and expected return on investment.
What are brand guidelines, and why are they important?
Brand guidelines define how your brand should be represented across all platforms. This includes rules for logo usage, color schemes, typography, tone of voice, and more. They ensure consistency, which is key for credibility, professionalism, and recognition.
How can a strong brand influence company culture?
A strong brand reinforces a clear mission and values, aligning employees around a shared purpose. When team members feel connected to your brand’s vision, they’re more engaged and motivated. This alignment can improve collaboration, boost morale, and retain top talent.
Is brand development a one-time process?
Not at all. While the foundational elements remain consistent, brands must evolve to stay relevant. This means periodically refreshing your positioning, messaging, and design to align with shifts in market trends, customer needs, or business growth.
What role does market research play in brand development?
Market research ensures your brand resonates with your target audience. It helps you understand their needs, challenges, and preferences. It also benchmarks your positioning against competitors, ensuring your brand stands out and speaks directly to your audience.
Can small B2B companies benefit from brand development?
Absolutely. A clear and professional brand gives you credibility, even if you’re small. It can attract larger clients, forge stronger partnerships, and create lasting impressions. Smaller businesses with strong brands often punch above their weight in crowded markets.
How can branding integrate with my sales and marketing strategy?
A clear brand strategy ensures that sales and marketing efforts stay consistent. Your brand’s messaging and identity guide your outreach, making campaigns more targeted, relevant, and effective. This alignment helps nurture leads and shortens your sales cycle.
When should a company consider rebranding?
Rebranding is worth considering when your business shifts focus, merges, or struggles to connect with your target audience. Outdated visual identities or misaligned messaging can also signal it’s time for a change. A rebrand is an opportunity to refresh and refocus your business.
What is brand equity, and why is it important?
Brand equity refers to the value your brand has built over time through positive recognition and trust. It impacts customer loyalty, pricing flexibility, and competitive advantage. Strong brand equity often leads to higher client retention and greater business opportunities.
Are there risks in neglecting brand development?
Yes. Without a cohesive brand, your business can seem disorganized, making it harder to build trust with clients. Inconsistent messaging or design can cause confusion and reduce your credibility. Over time, this leads to missed opportunities and stagnant growth.
What are some notable failed brand development examples, and what lessons can we learn from them?
Failed brand development examples serve as cautionary tales, offering valuable insights into potential pitfalls for businesses. In our article “Failed Brand Development Examples 28,” we highlight cases such as Colgate’s ill-fated venture into frozen meals and Frito-Lay’s unsuccessful WOW Chips, both of which famously appear in the Museum of Failure. These brands struggled to extend their product lines in ways that resonated with consumers, ultimately harming their reputations.
By analyzing these missteps, brand managers can learn several key lessons:
- Stay True to Core Identity: When a brand stretches too far from its original market position, consumers can become confused or skeptical.
- Test Market Reactions Early: Conduct thorough market research and pilot programs to ensure a product or extension aligns with consumer expectations.
- Evaluate Risks Carefully: Even a well-known name can’t guarantee success if the new product doesn’t meet genuine customer needs.
Understanding these failed brand development attempts underscores the importance of a carefully planned and strategically built brand. By studying why certain “one-hit-wonder” ideas falter, businesses can avoid repeating the same mistakes and refine their brand development process for long-term success.