Our philosophy is, that it's all about the Brand. So ... Let's start out clean, no misconceptions here.  A brand is not a logo. The term “logo,” meaning “word,” caught on in the 60's and 70's because it sounded cool.  But what it really designated was a custom lettered word that serves as a "trademark" (symbol, monogram, emblem, or any other graphic interpretation) of a company or entity.  ABC uses a monogram while Apple uses a symbol.  Both are trademarks, but neither are logos. So you see, a logo or any other kind of trademark is not the brand itself, but just the representation or abstract concept of it. Yes, you get ten lashes with a wet noodle for those who don’t get it.

Neither is a brand a corporate identity system. An identity system governs the use and methodology of corporate marks and/or symbols in magazines, publications and other media.  While such visual uniformity is necessary to maintain the corporate image, consistency in itself does not create a brand.

Nor does a product, service or marketing efforts make a brand. Managing a brand is more intangible.  It’s an aura, a thought that significantly distinguishes the product or service to the end user/customer.

Here’s what a brand IS:  a warm, fuzzy feeling of trust and reliability that influences our decision-making or buying process. Since each person creates their own interpretation, the individual defines the brand…not the companies, markets, advertising or media. When enough people arrive at the same conclusion (good or bad), the company has established a brand that differentiates itself from competitors.  Try twirling that around your fork for a minute.

Plato probably conceived the notion of branding best: when we think of the word "horse,” we expect something powerful…strong and muscular but with stamina and grace. Individual horses may vary somewhat, but you still recognize a horse—not a sheep, goat or a boat. Just think of “brand” the same way: an idea that is distinctive or unique, yet represents a product, service or company. Brand management seeks to make the brand stand out in people’s minds.

We’re those kind of brand managers.  We make brands explosively register and stay that way.  Go ahead, use your noodle and give us a call.  We’re more than happy to help ... especially if you find yourself with pasta all over your face.