Do I Need a Brand or a Visual Identity?

Sometimes when people come to us for “branding,” I quickly ascertain that what they really mean is an updated “visual identity.”

“So, you’re looking for help integrating your vision, competitive positioning, audience messaging, market perception and corporate culture,” I might ask. Just as often they respond, “I just need an update to our logo, collateral templates, PowerPoint, web design, etc.” For many, the visual manifestations of a brand are “The Brand.”

February 16, 2015/by Garrett Dandreo

Six Branding & Marketing Tips for Consultants

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If we concur that in today’s business climate, change is the only constant, then we can understand why, to some degree, branding & marketing need to become fluid practices. For product companies, this is not as amorphous as it sounds, because a product is something tangible and even as the world changes, these companies always have the product to anchor and focus their branding and marketing efforts.

But for consultants and, in general, Professional Services organizations, which don’t have products, how do you incorporate change and a flexible approach in your own branding and marketing efforts, in order to stand apart?

December 3, 2014/by Garrett Dandreo

Improving User Experience through Digital Storytelling

In a previous post, Three Cases of Websites Using Modern design Techniques, I touched upon some of the exciting new design techniques — that have become available on the web—which are beginning to change the face of the modern website. Digging down a level, these design techniques exist to serve your company’s need to tell your brand story. The speed at which business is being done and the amount of noise you must cut through have elevated the need for distinctive, on-brand digital storytelling.

March 11, 2013/by Garrett Dandreo

5 Points for Determining the Price for a New B2B Website

In — what we’re all hoping are — these post-recession days, we’re happy to be seeing a lot of activity from companies wanting to remake their long dormant websites. When I get to the point in the conversation in which I ask about the investment they wish to make, the answer is often gray. The subtext is that they will let the market dictate price. Following are 5 points I recommend companies gain some certainty around, prior to speaking with potential web design and development partners. Being clear on these points will help avoid ambiguity and aid in identifying the best firm for the job, which may or may not be the low price option.

February 16, 2010/by Garrett Dandreo

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