Recently I helped start a new company called SafePulse. They supply, install and maintain AED units for commercial properties. Random, I know - there's a story there for another day.
Because of my work as a designer, SafePulse was always going to start with a clean brand and a decent website. The brand I landed on was somewhat rushed - we wanted to put energy into validating offers and price points rather than cutting-edge design. But it started in a place where it was doing its job.
From day one, we stood out against competitors as the more established company. Despite being literal days old, we were winning contracts because we looked the part. The advantage that a decent brand gave us in that space is hard to overstate. It meant cheaper customer acquisition, an easier time hiring, being taken more seriously by industry players, and the ability to charge premium prices.
I'm convinced that for a lot of businesses, their brand is costing them money. Making things more expensive and harder at every step. In that sense it's an expensive liability instead of a growing asset.
It was cool to practise what I preach and see the effect play out. SafePulse is the fastest growing business I've been part of, and brand has its part to play.