Branding & Identity

We've designed dozens of logos over the last 25+ years, then designed stationery, signage, web sites, advertising and brochures too numerous to count. To some clients, that symbol and how it is applied is branding. And they would be right, but in a limited way.

In its most basic form, branding is what's truly relevant about your business in the eyes of your customers. It can be a combination of qualities that set you apart, that differentiate you from your competition, or it can be one characteristic that truly makes you unique. It's not really what you say - it's how your customers think. And building on what is true to your customers is the first step in brand positioning.

Brand positioning is the strategic blueprint for the development and franchise building of a brand. Not only can you build unity inside your organization by giving everyone a framework to build on, it can bring certainty to your efforts by showing you what to emphasize and improve your consistency in delivering what you promise.

Differentiation from your competition is critical to your success in communicating a brand. In a world full of commodities, all goods and services can be differentiated, and that uniqueness is your key to public awareness; it becomes your advantage and can truly impact your bottom line.