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Building a Brand

by Blog

Fact: your company doesn’t need a logo, it needs a brand.

Ok, let me back-up. A logo is valuable, however, it is only one small part of the greater sum of your company’s identity. David Ogilvy, deemed as the “father of advertising” in the 20th century, described a brand as “the intangible sum of a product’s attributes.”

Close your eyes. Consider your favorite consumer brand. Perhaps it’s Apple, Subaru, Coca-Cola, Netflix? Why do you like them? How does using the product or service make you feel?

The brand of your business is more than an icon, a typeface, a logo. It the management of your audience’s perception and experience at every touch-point. It may sound like a lot of work. I won’t lie, defining your brand takes effort, consideration and focus, but the hard work up front will yield a great payout in the long run.


To make the journey a little less daunting we’ve mapped the steps you should follow when developing your brand.

Research and Define.

Name your “baby.”
Create the visuals.
Set the rules.

Research and define.
If you already have a business concept, or a product or service to offer; you have already considered what is most important — What (product or service) do you offer? Write that down.

Next, size up your competition. Research who offers similar products or services. What sets you apart and makes your company unique?

The last, and arguably most important step in the research and define phase is requires empathy. Consider your audience or potential customer. Who are they? What are they thinking about? What are their pain points? Why do they need your product or service over the other guys?

Name your “baby.”

Choosing a name for your company is a bit like naming a baby. It will be the first impression for the entire life of your company.

Choose something too unusual and it could create a negative response and incessant possibly teasing on the playground– just kidding!

Choose something too common, or too literal and it won’t stand out. Do you really want your “child” to be another Jason in a sea of Jason’s? (No offense if your name is Jason!)
Be sure to check GoDaddy.com to make sure there aren’t 10 other companies with the name (and URL) you are considering

When playing the “name game,” we recommend word-mapping and facilitating market tests with your target audience. Your great aunt Mildred’s opinion need not apply, unless of course she is in your key demographic.

Create the visuals.

The visuals of your brand should include the following components: a logo, key typefaces, colors, icons and even image and video styles. The best visual brands are designed to consider all of the different ways and places they will be viewed. Good branding is flexible, considerate and thorough.

Pictures are worth a thousand words and bad design stands out. Therefore, if you’re on a budget, cut this expense last. It is best to seek help from a professional when creating your visual brand. But if you’re on a budget and know photoshop well enough to be dangerous pinterest has a lot of great ideas and there are plenty of sites that provide free, customizable logos.

Set the rules.

Inconsistencies in your brand representation are like missed notes in a piano concerto. Dissonant, unpleasant. They can devalue your company and cause your customers to lack trust in the quality of your product or service. This is why having written brand style guide is important.

A style guide defines the rules, and helps you maintain consistency no matter who is involved. A good style guide should be easy-to-follow and straight forward. It should outline examples of how your logo is laid out. How colors are use and provide a hierarchy for type sizes and styles.

If you follow these steps, on your own or with a guide, you will have a well-considered brand that will be as great as your dreams for your organization.


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