In today’s noisy marketplace, having a powerful brand that resonates with your target audience is more critical than ever. But brand building is about much more than just a logo or tagline. It’s a comprehensive, ongoing process that requires strategic thinking and creativity.
At EDM, we specialize in helping companies build and elevate their brands. We utilize research, competitor analysis, vision setting, and messaging techniques to create brands that truly reflect an organization’s identity and values.
Why Brand Development Matters
Your brand is your most valuable asset. It’s what sets you apart in a crowded market and gives people a reason to choose you over competitors. Developing a strong, consistent brand has many benefits:
Increases Awareness and Recognition
A solid brand development strategy spreads awareness of your business across channels and helps establish your niche. Distinct visuals, messaging, and tone make your company more recognizable.
Communicates Your Unique Value Proposition
Conveying why you are different and better than alternatives is key. Brand development allows you to highlight your competitive advantage.
Fosters Trust and Connection
By consistently meeting expectations, brands build loyalty and emotional connections with customers. People are more likely to purchase from companies they know and trust.
Motivates Purchasing Decisions
A brand that elicits an emotional response is more memorable and influential in purchasing choices.
Allows Premium Pricing
Strong branding conveys quality and justifies higher price points. Customers will pay more for brands they perceive as superior.
Boosts Retention and Loyalty
Good branding retains existing customers and earns repeat business. Satisfied customers become brand evangelists.
Brand development aligns internal teams under a shared mission and values. This leads to higher employee engagement.
Building an employer brand shows candidates what your company stands for. Top talent is drawn to brands with strong workplace cultures.
Financially, brand equity accounts for a significant part of a company’s overall value. Brand development directly impacts valuation.
Our Brand Development Process
We take a phased approach to create authentic, differentiated brands that connect with target audiences.
Phase 1: Brand Research and Analysis
First, we conduct in-depth research to understand your company, competitors, industry, and audience:
- Internal interviews with stakeholders across departments to learn priorities, challenges, and goals
- External interviews with existing customers to gain insights into perceptions, pain points, and motivations
- Employee surveys to gauge understanding of the brand promise and culture
- Customer surveys to understand brand sentiment and preferences
- Marketing audit reviewing current materials like website, ads, packaging, etc.
- Competitive analysis comparing brand positioning and marketing of close competitors
- Industry analysis researching trends, innovations, and standards
- Target audience research into demographics, values, behaviors, and psychographics
- Influencer research exploring relevant thought leaders and brand partnerships
This comprehensive approach provides the insights needed to develop strategy.
Phase 2: Brand Strategy and Positioning
Next, we distill research learnings into a focused brand strategy and positioning:
- Brand personality defining characteristics like innovative, reliable, or creative
- Target customer avatars detailed profiles of key customer segments
- Mission and vision statements your purpose and future aspirations
- Competitive positioning your distinct value proposition vs. alternatives
- Brand pillar themes that convey your uniqueness
- Tone and voice guidelines that inform messaging and content
- Brand architecture organizing products/services within the brand ecosystem
- Competitor landscape maps visualizing how you differ from competitors
This strategic foundation guides branding and marketing decisions.
Phase 3: Brand Identity and Asset Development
Finally, we build creative assets to bring your strategy to life:
- Logo design that encapsulates your personality
- Color palette reflecting your tone and emotions
- Typography chosen to communicate voice
- Image style aligned to branding aesthetics
- Graphic elements like patterns, illustrations, or icons
- Photography conveying the brand through imagery
- Video Animation and style for branded video content
- Verbal guidelines for on-brand messaging
- Tone of voice that connects with your audience
- Naming branded names, titles, and slogans
- Brand guide collecting visual, verbal, and usage guidelines
- Website developed to reinforce the brand
- Sales materials like brochures, presentations, case studies
- Packaging and retail collateral
- Advertising campaigns across platforms
- Email templates consistent with brand style
- Social media branded profiles and assets
- Internal communications bringing employees onboard
These touchpoints work together to communicate a consistent, recognizable brand.
Brand Building Is An Ongoing Journey
Brand building is not a one-time event but rather a continuous process. As the market evolves and new trends emerge, your brand must adapt while remaining authentic to its core identity.
Consistency is key across channels, touchpoints, and time. Plan to revisit your brand strategy frequently and update visuals and messaging as needed. Customer research, analytics, and competitor monitoring will indicate when it’s time for a refresh.
Strong brands also give back to worthy causes and embrace corporate social responsibility. This builds customer affinity and community engagement.
At EDM, we offer a complete range of services to level up your brand and marketing:
- Brand Strategy Consulting: Research, positioning, architecture, and planning
- Visual Branding: Logos, guidelines, packaging, and graphic design
- Digital Marketing: SEO, SEM, social media, and campaign creation
- Web Design and Development: WordPress websites and ecommerce stores
- Content Creation: Blogs, articles, guides, and branded assets
- Advertising: PPC, display, retargeting, and omnichannel campaigns
Our team brings together branding, marketing, and technical expertise to boost brand visibility and revenue.
Let us help you stand out, engage your audience, and achieve business goals. Get in touch today for a free consultation.