Branding and Design

Building an effective brand is simple, but it is not easy. Creating a strong brand is about defining who you are and what you stand for. It is about revealing your unique identity and emphasizing how it sets you apart from your competitors.
Solve this and you are in great shape!

I have found that organizations have the best chance to succeed when they build a brand that has relevance to their ideal customer. This work goes much deeper than merely creating a logo or a tagline. It starts with a conscious focus on truly understanding the customer, and then identifying how to meet the needs of that customer. Marty Neumeier talked about this in his book called The Brand Flip. He said companies should focus on creating value for their customers and building relationships with them. This will create a focus on "customer-driven branding."

This relentless focus on the customer requires companies to be agile and responsive to feedback. The effort is worth it though. Because having a customer-driven brand raises the likelihood that you will become a consistent part of their lives.

That is why I use a systematic process for building brands that keeps the emphasis on the mind of the customer. Everything gets run through that filter to ensure that it speaks to your target audience: Your unique selling proposition; Your place in the market; The values you display; and yes, the visual identity as well.