Brand * – it’s much more than a logo

To define in its simplest form a brand is a name, term, design, or other feature that distinguishes one seller’s product from those of others. Brands are used in business, marketing, and advertising. Brands are designed to make your business one-of-a-kind, unique from the rest in the categories you serve.

The family of brand activities that we provide  services and support for may include some or all of the activities below:

  • Branding – the process of creating and disseminating the brand name. Branding can be applied to the entire corporate identity as well as to individual product and service names.
  • Brand Name_ the name of the distinctive product,service, or concept.
  • Logo’s – the graphic representations of the brand; i.e. Nike, Apple or Heinz
  • Brand Tagline -An integral part of the branding strategy, the tagline/slogan summarizes the brand positioning in a just a few words, and should be included in all the communication materials.
  • Brand Guidelines -the document that summarizes a company’s effort to integrate its visual, verbal and written communication efforts across different mediums and channels.
  • Brand Audit- an assessment of the current brand to gain a fundamental understanding of where your brand stands in its current state.
  • Brand Architecture – how an organization structures various products, services or other entities within its portfolio and how they relate to one another.
  • Brand Positioning – the “mental space” a brand should occupy in the minds of the target audience.
  • Rebranding  – a marketing strategy in which a new name, term, symbol, design, or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, and competitors. Often, this involves radical changes to a brand’s logo, name, image, marketing strategy, and advertising themes.



* Brands are usually protected from use by others by securing a trademark or service mark from an authorized agency, usually a government agency. Before applying for a trademark or service mark, you need to establish that someone else hasn’t already obtained one for your name… Once you’ve learned that no one else is using it, you can begin to use your brand name as a trademark simply by stating it is a trademark (using the “TM “where it first appears in a publication or Web site). After you receive the trademark, you can use the registered ®symbol after your trademark.

“The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised. ”

David Ogilvy, founder of ad agency, Ogilvy & Mather


  • Good marketing makes the company look smart. Great marketing makes the customer feel smart.

    -Joe Chernov
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