Better Branding Blog

BRANDING: The Making of Your Mark

The word “brand” was once confined to America’s farmlands, a reference to the mark burned into the skin of an animal to declare ownership. It was (and still is) a sign that distinguishes quality from ubiquity, a family-run farm from the corporate conglomerates.

Today, a brand may not have the literal aroma it once did, but the aroma of a brand still grows stronger by the day. Merriam-Webster defines a brand as “a category of products that are all made by a particular company and all have a particular name.”

Your brand is both tangible and intangible, practical and emotional. It is comprised of factors within your control (your name, logo, brand definition, brand management, etc.), but also factors partly outside of your control (connotation, public perception, awareness, etc.).

Enron had a fabulous, iconic logo, but their brand has become a symbol of greed and peril. A brand is a multifaceted, high-impact asset (or sometimes, liability) for any organization. Intimated? Don’t be. We’re here to help.

The Image Department lives and breathes the language of brand. We have a diverse history of crafting identities for everyone from sushi restaurants to concrete manufacturers to luxury home realtors. We understand the emotional responses humans have to subtle differences in colors, words, and images. And we know the importance of differentiating your business from your competitors. We know brand, and we want to know you.

I made my webpage made by Bob from the image department and his work was way more than what I expected. He understands my style and need, also very accommodating for computer dummy like me :p He did exceptional work that made my business look so much brighter!! I would recommend him to everyone I know who need their webpage newly made or upgraded. - C. Lim
Bob was a pleasure to work with! Our website turned out so beautiful and functional after paying for 2 duds before working with him. He was easy to work with and made himself available for last minute calls. We will continue to work with Bob for future graphic design AND web design work. Thanks, Bob!

I have worked with Bob Mortensen of The Image Department for the last 6-7 years on numerous projects. Besides being very creative and professional, he is personable and fun to work with. I have recommended him many times and everyone is as delighted to work with him as I have been. Two thumbs way up! - Jill C.

Exceptional and adaptable are the two main words I would use to describe Image Department.

I will continue to sing praises about Image Department and use their ingenious talents for all my printing and web-site needs…not to mention referring them to all my friends and contacts. I also must add, we live in opposite ends of the US and all correspondence was done on the computer, now that’s impressive! - Summer H.

Bob is a great source for all your web site needs. His knowledge of the web and the internet are astounding. His personal interaction with me was very helpful and enlighting as far as how great websites are designed. He is a great designer and should be used by everyone who wants to succeed. - R. Machulda