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.