brand
development

what is
brand development?

It’s right there on our homepage: your brand is unique, distinct and has the ability to move others. “Brand development” is the common term, but at Inspire, we think of it more as “brand unveiling.” We’re not creating an artificial image, a forced and unpersuasive identity. We get to the authentic and distinct essence of who you are—your brand’s soul—and then help it shine for all to see and make you stand out in your field.

the difference between
‘brand development’ and ‘branding’

Isn’t this just branding? Not quite. “Branding” itself is a tactic of the larger strategy of “brand development,” the way you communicate who you are to the wider world. This includes logos, graphics, editorial guidelines, and other ways that the look and feel of your communications reinforce your distinct identity.
But only after you undertake the strategy development can you know which tactics to use when branding. Authenticity is paramount. You want your logo to look and feel like an extension of your brand’s personality. Written materials should likewise genuinely express your identity. That’s why successful branding always starts with brand development, with people putting in the work to unveil your culture and character.

why is brand
development important?

In short: trust and recognition. An authentic and consistent brand identity imparts professionalism and legitimacy to your organization. That tells your customers, employees and the public that you know who you are and that you’re credible and trustworthy. Building that trust increases customer loyalty and attracts new business, while also motivating your team members who feel part of a true team with a defined mission.
You’ll also gain greater public recognition, helping you stand out in your field as a legitimate and reputable expert. When people think of your field or industry, whatever it may be, your organization will automatically be associated with it and pop into their head.

6 ways brand development
will help your business

There are concrete findings behind brand development and the way it can impact your business. Here are a few statistics that show how brand development helps your business:
  1. Authenticity: 86 percent of consumers say authenticity is important when deciding what brands they like and support. (“The Consumer Content Report: Influence in the Digital Age” by Stackla)
  2. Trust: Brand trust ranks as a top buying consideration, with 81 percent of people agreeing that “I must be able to trust the brand to do what is right” as a deciding factor in their consumer decision. (2019 Edelman Trust Barometer Special Report)
  3. Loyalty: Consumers are 53 percent more likely to consumers purchase first from a brand they said they have trusted for a long time, and 62 percent likely to stay loyal to that brand, compared to 25 percent buying first and 29 percent staying loyal to brands they don’t fully trust. (Edelman)
  4. Graphic impact: People make up their minds within 90 seconds of their initial interactions with either people or products, and about 62‐90 percent of the assessment is based on colors alone. (“Impact of color on marketing,” Satyendra Singh, Management Decision)
  5. Followers: When a brand has a strong reputation and is trusted, they’re more likely to gain social media followers. 47 percent of people who follow brands on social media are more likely to visit that company’s website, 74 percent of people who follow small businesses on social media do so to get updates on future products (there’s that loyalty!) and 85 percent of Twitter users feel connected to a small business after following them (“The Value of a Twitter following,” Twitter)
  6. Team building: Companies with a strong talent brand see a 43 percent decrease in cost per hire and tend to grow 20 percent faster, while getting 2.5 times more applicants per job post on LinkedIn. (“LinkedIn Data Proves the Impact of a Strong Talent Brand,” LinkedIn)

our brand
development services

The Inspire Way is Inquire, Infuse and Inspire, so our brand development services always begin with Brand Discovery. That’s where we ask the questions and undertake the consumer and competitor research to uncover your authentic and distinct essence, understand how your brand is currently perceived by consumers, and how that compares to others in the marketplace. Once we know who you are, we can put into motion our full range of services to develop and reinforce your distinct identity:
  • Brand Identity: This is your brand character—the visual representation of your brand. That includes logo creation, color selection, and design elements that identify your brand and distinguish it in the minds of consumers.
  • Brand Monitoring: How are people talking about your brand and where are they doing it? Knowing and participating in the conversation empowers you to adjust your branding to make the impact that you need to grow your business.
  • Brand Guidelines: Clear and consistent guidelines reinforce the professionalism and legitimacy of your organization, ensuring that your messaging, visual or otherwise, always reinforces your brand identity, culture and values.
  • Brand Storytelling: Having guidelines in place ensures that your brand’s story is a consistent story that imbues trust, recognition and authenticity in your organization.
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