Brand Development – Is It Really So Important?

April 6, 2022

Everyone has some awareness that branding is helpful to an organisation and, as a branding agency, of course we want clients to understand its purpose. But brand development is not an exact science. So how are you supposed to know where to focus your efforts and investments?

The main purpose of branding is to create a competitive edge for your business. Your brand identity is what makes you stand out from the crowd and communicate the value of your company.

What’s involved in creating a brand?

Branding is much more than creating a great logo and displaying it across your marketing collateral. It is the process of defining who you are, what you stand for and what you offer your audience. Most importantly it’s about how customers view you as a business. People don’t have relationships with products, they are loyal to brands.

Whether you want to create a new brand from scratch or develop an existing one, brand development covers a wide area including:

  • Logo design
  • Brand image
  • Brand guidelines
  • Brand story

At Speed Agency our job is to create an identity that resonates with you and your customers. We have a tried and tested brand process to create a unique brand model for any business. We develop new brands for new products and services every day – from corporates to start-ups, in all kinds of business sectors.

As part of the brand development process, we review the following:

Personality and leadership: We start by asking questions about your motivations and experiences. We consult with stakeholders, existing customers, potential clients and any other influential players. We will often carry out brand workshops with a cross section of audiences to gain key insights to what everyone is actually looking for.

Vision and strategy: Vision is one of the first things you need to articulate for your brand. What do you want to stand for in the eyes of internal and external stakeholders? A visual brand is only half the story – we need to work out your positioning, values, messaging and culture. Agreeing a shared vision is a crucial step in mapping out brand strategy.

Appraisal and creativity: Creativity in developing brands is what makes us tick. We explore what’s shaped the brand so far, what has worked in the past and what hasn’t. That process allows us to create original ideas, backed up with sound creative rationale. Creativity is at the core of everything we do and we brainstorm ideas to create effective and unique brand images for products, services and organisations.

At Speed Agency we have created brands for the financial, medical and educational sectors. Examples of brands we have developed include:

Why branding is important

Having a brand that resonates with you and your customers gives everyone clarity. Once we have developed the right brand identity, it is rolled out across everything you do.

Your brand acts as the face and personality of what your organisation does. So you need to represent the same consistent, reliable characteristics at all times. We’re here to make sure that your customer has the same experience with you whether they visit your premises, use your website, buy your product or read your communications.

Building your brand builds long-term customer trust.