Branding is a process wherein an agency defines the target market, surveys the competitive landscape, and develops the company’s SWOT to strategically position the new or existing company in the best way.
At FiG, we’ve done brand development in Denver for numerous companies over the years. It’s one of the most interesting things we get to do because we can delve into the roots of a company and create a brand image that reflects the core principles and value proposition of the organization. It’s truly exciting to be at the helm of creating a new brand.
When AimHire, a Denver-based employment agency decided to expand their brand, they turned to FiG, a Denver branding agency for help. AimHire is forming a new company specializing in executive sales placement, so they need a fresh new brand for this effort. Our team determined that the best way to define the strategy behind the brand was to start with market research. This research would give us insights into the kind of look, feel, and messaging that would make the firm stand out from the competition.
The research fuels the strategy which propels all the other decisions in the brand such as the name, the logo, the color palette, and the website design. Because it’s not enough to choose pretty colors and a cool name; the entire brand and all it’s marketing communication pieces have to uniquely represent the company in a way that will resonate with the target market.
Yes, brand development encompasses deliverables such as a new name, a logo, and a website, but at the core, brand development is about communicating your value to your audience with an authentic, compelling voice.
We are developing a new brand for AimHire that will position them effectively in the marketplace and be a brand they are proud to stand behind. Stay tuned for the beautiful results.
Thinking about creating a new brand or updating your old one? Contact us and let’s chat about your goals.