The Essence of Your Brand

Many clients have called on me to help them develop logos, websites and a full range of elements of overall branding strategy, and one thing that hasn’t changed over the many years is the importance of understanding the essence of your brand.

I take time to ask clients a whole series of questions when we are developing a brand expression; questions such as:

·         If your brand were a person, how would you describe that person?

·         What are the qualities of your brand?

·         What is the tone of the company/product/service?

People are always surprised at how much you can convey visually—in a color, in one small sweep of a line, in adding one tiny element.  Recently, Beacon Marketing developed a corporate logo for TECreation Development, a product development innovator that provides cost-effective, elegant (yet simple!) product enhancements for manufacturers who want to create greater product value for their consumers and stronger profitability for their shareholders.  The company had a “home-grown” design that wasn’t quite conveying the image they desired, and attempts with other designers had not provided an adequate solution. 

That’s when they called us. Owner David Woods explains, “Although my company has been in existence for over 3 years, I felt the logo I created just didn't convey the sophistication desired.  After a long phone conversation with you, I was convinced that you were genuinely interested in discovering my vision.”

During the design development process, we got to know more about his vision and approach to product design.  David Woods is an upbeat, MacGyver-type engineer who grew up on the water (sailing, kayaking and such), so many of his inventions are water-related.  He approaches each project with a foundational belief that innovation doesn’t have to be expensive or complicated.  He says, “I lived on a sailboat for five years, and sometimes, I had to invent something while out on the water in order to solve an immediate, practical need.  I have found that simple, elegant solutions come by applying inspiration and ingenuity to over 20 years of engineering expertise.” 

We all agreed that we wanted this heritage to be communicated in a respectable corporate design.  In addition, there is a corporate philosophy that their designs will work in concert with nature (rather than fighting against nature).  So how did we accomplish this? 

Easily and collaboratively.

By using a “water” motif, a blue color palette and highlighting that the company’s solutions are “fluid,” clients will have a sense of much about the company—even before they pick up the phone to call them. Woods recalls, “The logo and stationery package you created was not like anything I had imagined but was perfect nonetheless.  I am thoroughly pleased with the results...”

If you need to express the essence of your company or product line in a logo, a website or some other marketing materials, feel free to give us a call at 860-254-5907.  If you need a product innovation, call TECreation at 407-859-8737.