The ideal process to follow before establishing a new brand identity is to research your target audience, understand your industry and do a competitor analysis. Insight from these efforts will prepare you to develop a strong go to market strategy and guide the brand identity development phase.
However, simply developing a logo and a website does not mean you won’t be generating leads – the difference is that the one is more on target than the other and has a better ROI. If you value your brand start branding smart.