Branding & Marketing Blog

Brand strategist providing creative solutions that transform branding and marketing campaigns locally, nationally and globally through brand identity, inbound marketing, outbound marketing, advertising package design, content creation, print collateral and website development.

Strategy For Updating a Brand Image

Honor a brand's past while moving a business forward.

With good reason, a business owner or brand manager can be hesitant to change a logo, brandmark or the style of their marketing design.  A smart business person knows that brands build strength through consistency and awareness, conveying the actual brand experience.  Consumers rely upon this security to make their purchasing decisions.

A successful brand face should exhilarate and inspire the target audience. Understandably, the desire always exists for the next new thing and the need to stay current. As a result, over time, the brand face might evolve, unintentionally, resulting in a "dated" look, or a mixed bag of marketing materials and branding without any coherent connection.  Careful stewardship is needed to get a brand back on track, honoring the past while still moving forward.

So how do you update your brand face without alienating your existing customer base? Strategy, experience and good graphic design is used to carry a brand's heritage into a new service or product offering while continuing to present a unified message. It is quite remarkable how much a design can be recalibrated. A brand face can be injected with fresh ideas, yet still retain its fundamental soul and still be very recognizable as the original face of the company's brand. When done well, the design confirms and strengthens the relationship with the customer, saying essentially, "You can count on what you know and trust about this company."

The core of our commitment as branding professionals is to understand how to identify the value of a company's past and new channels to move it forward. We know that a clear and strong design identity can represent what an organization wants their brand to stand for now and in the future. If requested, we often create visual brand strategy or style guides for your businesses or brand that can provide a map in creating an external picture for customers and can act as the internal face of your business strategy. Contact us to discuss your brand.

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Good Design Equals Good Value

How does a business justify the cost of good design?

Businesses facing challenging decisions to cut budgets are also tasked with making smarter choices in their marketing budget.  Good marketing involves the ability to identify and understand what a customer wants and communicate in a way that will increase their desire for a product and lead to sales.

Good design in your marketing and branding message will get you there faster and more efficiently.

Almost any purchase involves weighing the cost of the product against its perceived value. At times the value is just practical. Other times it may be a combination of social, emotional or other factors. The value of good design simply may be just to bridge the brand message with the consumers need and their willingness to start using it — if the product looks questionable, you do not even want to try. However, if it looks good, you want to give it a chance. Good design that reliably embeds the value of a product is greatly appreciated by consumers. In addition to better business results, good design is a good value.


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Intentional Branding. Creative Marketing. Strategic Design.