What is Branding?

Branding is all of the ways you establish an image of your company in your customers’ eyes and minds. It’s your “what”, your “how”, and your “why”. Your description of what you offer, the colors associated with your business, your visual identity, your website, your advertising, your collateral and your social media presence—these are all a part of branding your company. With your brand, you shape people’s perceptions of your business. All of the ways you communicate what you stand for combine to help your customers understand what you offer and why you’re different. What you would like people to think of your company—versus what they actually think of your company—is affected by how successfully your brand is verbally and visually articulated.

There isn’t a formula by which to accomplish this. But, there is a process. And, the process begins with presenting an authentic and relatable story and image.

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6 Benefits of Choosing a Local Agency

A local agency will understand the local market. Remember those global branding fails? The large corporations launching those campaigns did not understand the market they were advertising to. When working with a local agency, you won’t have any time zone differences to worry about. Everyone is on the same page, the same schedule! A local…

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Comical Global Branding Fails

Even the biggest brands can make mistakes when bringing their brand to new markets. A company should always carefully research and identify any cultural differences, or language translations, when expanding their business. You want to catch any possible missteps before they happen. Here are some epic fails for a good laugh. Coca-Cola When first launched…

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Avoid These 6 Branding Mistakes

Not getting the logo right. Designing a logo yourself (just for now) may seem like a good idea, at first. But, changing a logo mid-stream can be complicated. If you aren’t widely recognized, you could lose what brand equity you may have already established. If you are, you could confuse, alienate and ultimately lose your…

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Color Psychology

Color psychology is the study of hues as a determinant of human behavior. Colors can cause certain emotional reactions, and even influence perceptions that are not necessarily conscious. Color psychology is used all around us, taking its cues from nature, and should be considered in marketing and branding. The following are just some common color…

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5 Ways a Well-Built Brand Makes Your Company Money

When you’ve built a brand, it makes it easier for your target audiences to notice you and recognize you. Amidst all the loud marketing, a strong brand allows a customer to clearly see what your business is and why your offerings matter to them. This makes it more compelling and more likely they will patronize…

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How Dunkin’ Successfully Rebranded in 2019

The history of Dunkin’ began with a restaurant called “Open Kettle” in Massachusetts, in 1948. Founder William Rosenberg served donuts for five cents and premium cups of coffee for ten cents. Rosenberg renamed his restaurant “Dunkin’ Donuts” in 1950, and franchised his brand in 1955. Since 1950, the number of Dunkin’ restaurants has increased to…

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How Good Branding Saves Your Company Money

Many businesses make the mistake of throwing money at marketing without thinking enough about their brand, as a whole. Paid media campaigns might garner attention, but they can’t necessarily retain it and convert as many customers without solid branding. A company with a consistent, strong perception amongst audiences will always outperform competitors with the same…

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Advertising, Marketing, or Branding Agency?

Choosing an agency to help with your advertising, marketing, or branding needs can seem overwhelming. The agency you choose will play an important role in determining how your potential clients view your company. Which one do you need? If you imagine agencies in healthcare terms – marketing agencies are generalists (the basic needs), advertising agencies…