the benefits of brand development

It has been well established by research that improvements in brand development result in increased marketing performance in several areas including:

  • Brand recognition
  • Customer retention and loyalty
  • Market share
  • Pricing margins
  • Profitability
  • Employee recruitment effectiveness
  • Extensibility (positive influence on related or spin-off brands)

It's important to note that these benefits are the results rather than causes of brand advantage. This subtle distinction is often missed. The way to induce these benefits involves assessing the present indicators of your brand's developmental stage and then positively influencing them along five important dimensions. This is one of airt's unique capabilities, and we know of no other advertising or marketing agency that applies a methodology as comprehensive, creative, and rooted in strategic brand management principles.

beyond branding

Brand development sometimes gets a bad name through association with the visual exercise of branding, the notion that slapping a logo and design template on anything that will hold still for it is good marketing that increases product appeal. We cannot emphasize strongly enough that the proliferation of templates, style manuals, taglines, and logos does not constitute brand development. This is because a brand ultimately is not merely a visual thing, that is, a graphic design exercise. Authentic brand development is about moving minds, not dots and lines.

FAQs about brand development v. branding

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