Living the Brand: How to Build a Strong Brand Persona

May 19, 2016

Why do we gravitate towards certain brands while actively avoiding others? What is causing the rise in “lifestyle” branding? When does a brand become something more than just a brand? The answers to these questions could be the basis for an entire blog series, but for this one, we are going to focus on the common theme that runs throughout all of the answers: creating a brand that connects with your audience.

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Stick With What You Know: How to Achieve a Successful Brand Extension

May 11, 2016

When looking to expand a brand’s influence by introducing new products in different product categories, brand extensions can be a risky move. It’s been said before on this very blog that when it comes to brand decisions, there’s no need to recreate the wheel. Sometimes, the brand extension that makes the most sense, or the one that comes to mind first, is there for a reason – it’s the best choice.

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5 Ways to Begin Your Branding Before You Begin Your Branding

May 06, 2016

Sometimes, the work done prior to the project is just as important as the work done during. This same idea is in play during the branding process. Jumping right into a new brand development or a rebrand is akin to jumping in a pool before finding out how deep it is. Those brands who begin their branding journey by following these five steps ensure they’re starting off on the right foot.

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Looking toward the Branding Future with an Eye on the Past

May 03, 2016

It’s a common misconception that a “rebrand” automatically means a brand new start – that when a rebrand occurs, the slate must be wiped clean and all subsequent branding elements must possess totally original characteristics. In fact, the best rebrands take the opposite approach. They take the time beforehand to identify and research what brand aspects of the previous iteration carry the most weight and provide the most benefit, then find ways to incorporate or pay homage to these aspects in the new brand.

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Don’t Reinvent the Branding Wheel

April 26, 2016

Innovative. Transcendent. Groundbreaking. Many brands would love to be associated with these characteristics, or at least have the words used as descriptions of their brands. But for some, this may not necessarily be a good thing. As discussed in a recent study from York University in Toronto, finding the right balance of when and how much to update the brand is crucial to brands, especially those who are seen as “sincere” and whose brand perception does not include a propensity for change.

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The Science of Logo Design: How Much Can a Logo Impact A Brand?

April 21, 2016

While certain luxury or niche brands may embrace the concept of exclusivity, where does that leave companies and organizations that pride themselves on being open, helpful and friendly? The idea of forgoing a logo isn’t realistic, particularly when standing out in a crowded marketplace is a basic requirement for success. Is it possible to convey both competence and warmth in a logo? Unity and inclusion? Strength and kindness?

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Why We Love Branding (And You Should, Too!)

April 19, 2016

At Addison Whitney, we’ve always identified with the term “brand fanatics” when it comes to our people. This makes sense – it’s what we do. We have a passion for creating and building strong brands, and when we’re not doing that, we love to analyze, brainstorm and gather new information about branding. But why does branding hold a place among our favorites? We asked a few brand fanatics this very question: Why do you love branding?

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