Brand Identity

Clarifying What “Brand Identity” Is

A lot of ad agencies and design firms use the term “brand identity” to refer to the visual elements of a brand — logo, typography, color palette, design systems — the tactile look and feel of the brand. While this isn’t entirely incorrect, it… Continue Reading →

Creating a Brand Image

Your brand image. It’s how people view your brand. It’s what they think about it. It’s things like trust, value, quality, features, performance, assurance, status, service, and more. It’s not static, but ideally it’s not constantly changing either. It determines whether… Continue Reading →

What We Can All Learn from Costco

I like going to Costco. Free food samples, good prices on good products, a frequently changing selection, interesting people-watching, and the occasional I’ve-got-to-get-this-today-because-I-know-it-won’t-be-here-tomorrow deal. I’ve bought eyeglasses at Costco. Discounted movie tickets and spa packages. And 16 year-old Scotch and fresh flowers, too. It’s… Continue Reading →

Your Employees as Brand Touch Points

This much is obvious: your employees are vital to the success of your business. They make the engine go. But they’re not just employees; they’re potentially vital brand touch points. Depending on your business, you’ll have many types of front line and behind… Continue Reading →

10 Questions to Ponder for Your Brand

Ten questions to consider right now, today, to get a sense of your brand’s health and long term well-being: Could we be selling more of our “stuff”? Have we defined exactly how we want our brand(s) to be perceived in the… Continue Reading →

A Closer Look at “Brand Identity”

“Brand identity.” It just may be one of the more misunderstood and under-appreciated terms in marketing. More often than not, it seems people simply associate “Brand Identity” with the graphic identity of the brand — the logo, graphic design system, and perhaps… Continue Reading →

Starbucks Gets The Value of Brand Touch Points

Starbucks knows a thing or hundred about clicking with its customers. Not only have they mastered the art of serving coffee to the masses, but they also pour a consistent brand experience with every single cup. But it hasn’t been easy. Starbucks celebrated its 47th anniversary… Continue Reading →

Starting A New Business = New Brand Opportunity

A blank slate. A fresh start. A new business. If you’re at the starting line for sure-fire success with a new venture, congratulations! One way to pave the way for that success is to consider the kind of brand image… Continue Reading →

Take Control of Your Brand Identity to Build Your Brand Image

“It’s not what you say, it’s what you do.” That timeless chestnut sums up the difference in the oft-confused branding jargon of “identity” and “image.” And, when it comes to successful branding, both parts play a key role in success…. Continue Reading →

The Brand Identity: The Long View

“What do you want to be when you grow up?” We were all asked that at one time or another (I still ponder over this question for myself some days). It’s a fair question to consider for your brand(s) right now — what… Continue Reading →

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