We’re excited to introduce a new Brand Salsa series, “Brains Behind the Brands,” In each edition of the series, we will be shining the spotlight on one of our brand experts and getting their thoughts on a range of topics, from new trends in the branding industry to advice they’d give someone working on building their brand.
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Teaching an Old Dog New Tricks – Why Branding Isn’t Just for New Businesses
March 30, 2017
Just because you’re an older organization that came to fruition before strategic brand building was commonplace doesn’t mean you’ve missed the boat. If your brand needs a refresh or a restart, don’t feel as if the latest and greatest branding techniques are only left to the upstarts and newcomers. Let’s explore three reasons why branding is important for the established organizations in the business world.
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How We Answer the Question: “Why Branding?”
March 28, 2017
Creating and growing any business is a process that can take large amounts of time and energy to achieve – that’s a given. So why not spend some of that time and energy to create something that will work for you even after it is launched? It’s a question we hear all of the time – “why do I need to create a brand? Why branding?” To me, the best way to answer this question is with a new question “What is branding?”
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March Madness: When Even the Floor is Branded
March 15, 2017
There’s one branded element that may hold the title as the most watched and most overlooked branding of the entire event – the actual floors on which the games are played. Yes, March Madness branding is so all-encompassing that even the very playing surfaces are incorporated into the overall brand profile and given a high level of attention to ensure they are both brand compliant but also provide their own unique addition to the visual branding.
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Becoming a Tradition-Synonymous Brand
Over the years, brands have attached themselves to and eventually become synonymous with a holiday tradition. They’ve reached outside of their usual consumer audience and established brand equity with a portion of the marketplace with little to no brand knowledge outside of the name association. In doing so, they did something no advertising or marketing campaign could do – they became connected to tradition.
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Oh The Places Your Logo Will Go: Unexpected Mediums that Must be Considered in Visual Branding
When working through the visual branding process, especially in logo design, there are a few obvious places the logo will need to be displayed, such as office signage, business cards and websites/social media platforms. But it’s not enough to simply perform in the usual logo locations – in today’s increasingly diverse mediums in which logos will be deployed, logos must perform as they are needed, no matter the new and unexpected places they might be found.
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AW in Review – Addison Whitney Brand Salsa Recap 10.21.16
Miss any of our great brand salsa blogs lately? Not to worry – welcome to our almost-Halloween edition of the AW in Review, our roundup of our latest brand salsa and Addison Whitney news and posts!
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Age is Just a Number: 5 Ways Established Brands Can Stay Young
October 17, 2016
There are few things worse for a company’s image than to be seen as one that believes they can connect with today’s consumers, despite overwhelming evidence to the contrary. So how do you ensure that your brand takes the right path to stay relevant and modern? Here are five ways that established brands can prove that age is just a number…
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The Big Transition: What to Do with Your Brand Following a Merger or Acquisition
Far too often a brand strategy is overlooked in the M&A process, or brought to the table too late to have an impact in anything except final implementation. Whenever it happens, it is important to develop a communication plan that addresses both internal and external audiences. This plan should break down the individual audiences in detail and outline what they should know and when, including the appropriate verbal and visual brand implementation for each instance.
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How to Use Brand Positioning to Start your Brand Development
That is why creating a strong positioning statement is such an important starting point. It will lay out some of the key aspects of the brand building process, pointing out the end goal, the basic characteristics or big idea, and some of the steps to get the brand to the top.
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