Brand development: Making sure your brand is the first choice

A clearly defined brand will create desire and deliver the brand’s promise. This promise acts as your brand’s guarantee of consistency and quality and provides your customers with this understanding so that they can choose your product or service in preference to that of your competitors. It acts as your desired differentiation. In order for brands to stay ahead in changing times, they need to remain constantly desirable.

A brand is everything from the look and feel, to the expectation that someone has of your product or service delivery. Millions are spent every year differentiating brands across the world so that choices can be made.

Consumers are far more aware of who they give their money to in exchange for products or services. They are heavily influenced by recommendations and pay attention to positive and negative feedback that can easily be shared through social media channels.

Your brand needs to be differentiated. Your brand’s benefits should be understandable, believable, unique and compelling. A promise that your customers and all your other stakeholders care about.

Any new brand created is informed by, and feeds directly back into, what your business is trying to achieve. Which means the business will witness tangible results that accelerate growth. At Peek we don’t believe that branding should be a process that takes months to complete; we can create a new brand in as little as three weeks.

Whether you are looking to launch a new brand or revitalise an existing brand, Peek can help you achieve differentiation, clarity and purpose.

The Brand IDEA Process™ by Peek

Investigate – To understand the world the brand lives in

In this stage, we aim to understand the company, its market, prospects etc. We identify both the functional and practical attributes of the brand and the potential emotional attributes of brand association.

This phase includes:

• Understanding the market, product/services, and competition


• Talking to members of the staff (marketing and sales)


• Reviewing feedback from current customers about the benefits of the product


• Site trip/product trial


• Competitor research


Distil – Get to the essence of the brand

During this next step, we analyse the information and create the brand architecture. Here we agree the core of the brand ‘essence’ – the keywords that drive all the visuals and communications of the brand. This essence should be differentiated, appealing and aspirational. It will articulate the key functional and emotional values of the brand.

Activities include:

• Our analysis of information gathered


• Your brand’s positioning map


• Your brand’s proposition


Explore the Vision

Following on from stage two we will develop a brand marque, applying it to a selection of communication material (eg, letterheads, business card, brochure, corporate information pack, website home page) to bring the brand to life.

The Answer – Implementation of the brand and launch

Here, we work alongside you to prepare and install the Brand across the collateral. Supplying guidelines to be distributed internally and externally, ensuring consistent application of the brand.