Brand Development

The value of a brand are the promises kept. Branding may begin with a logo, but in this age of digital communications and technology every communication and every action impacts the brand. A brand will be supportive of the business vision and facilitate vision realization. When brand and vision are congruent, the realized business vision is transmitted to the customer in the form of “The Brand.” The brand resonates with the emotional side of the customer’s brain and creates a powerful image.

As either a service or trademark in the form of a logo or a simple, but profound statement (e.g. Mercedes Benz–”Either the best or nothing”) it synthesizes the business vision, mission, and strategic business objectives into one cohesive element. In this New Media, globalized world a strong brand is essential for profitability and growth. If the business wishes to enjoy the benefits of premium pricing, decreased customer acquisition costs and better margins than the competition, brand equity is essential. Building a powerful brand is not easy and it requires a common business vision across the organization and stewardship from the top to maintain the brand. While building a powerful brand is difficult, losing it is easy. In this digital age, everything is forever! Each misstep, each action, each false choice will chip away at the brand and have a half life of eons. The digital age allows no margins for error. Promises made must be promises kept.

Promotion is vital to brand development. It must be vigorous. You cannot buy something that you don't know exists. The brand is the emotional component which creates the desire. The business plan enables the desire to be realized. Branding without a solid business strategy is an empty vessel. A business plan without branding will never create the emotional tug to draw in the customer. Efficiency in delivering the brand message is essential. Repetition and efficiency means New Media usage. From the Internet to video walls, technology provides the cost effective vehicle to deliver the brand message. At NMIW, we have the experience and track record to make a difference in your brand development.