Category Archives: Branding: Identity

What is a brand? The art of Branding demystified

ver wonder what someone in “branding” does? You’re not alone. A lot of people wonder.

Why, when someone says coffee, do you think Starbucks? And why do you shop at Target instead of Walmart? Aren’t they the same kind of store?

Branding is something that affects us all – some, if only subconsciously – but we’re not always able to define it; to put the proverbial finger on it. The first step is to define what a brand is. Here is an excellent article from Branding Strategy Insider that (hopefully) helps clear up the mystery of what a brand really is, and ultimately, what the job of someone in branding actually does.

The Brand Defined

The goal of a brand is to be the only option for a customer. The first choice that pops in someone’s head when they’re making a choice. So, my goal as a brand manager is to reinforce and support these definitions and bring them to fruition. My job, as per my mission, is to build dynamic, three-dimensional brands. Brands that live. Brands that breathe and brands that have personalities that excite, magnetize and lure you in. Here’s how it’s done:

  • conduct research – surveys and market research; looking at historical data
  • create a a positioning statement – a statement that proclaims why the brand is unique and relevant to its audience;  from here, the brand strategy is formed and executed
  • produce key messages for dissemination – this is where we establish your brand philosophy and belief system
  • design an identity package
  • run a measurable branding campaign

What are your thoughts? How would you define a brand?


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Filed under Brand perception, Branding: Identity

Marketing or annoying?

‘ve been wondering about something lately. Obviously, Apple has a good thing going. They have a cultic following because they make products that the masses love (i.e. are obsessed with!). I’m an Apple fan like the rest of them, but I’m wondering:

When does the release of new product versions at astounding rates become less a marketing marvel and more of an annoyance to consumers?

How many iPhones can one person really keep up with? The second I bought my iPad 2 it was obsolete because there were murmurings of the iPad 3 already. So, when do consumers get tired of paying the price of the product (+ the price of the brand!)? I know what I think. What do you think?

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Filed under Brand perception, Branding: Identity

Branding trends courtesy of the good folks over at

rends change every day… and quite possibly several times a day. The second you catch onto one idea, another one has already manifested itself. So how can a business possibly stay on top of the trends? Well, in my opinion, they shouldn’t. Well, ok, a business should be aware of their surroundings and what other businesses – especially competition – are doing. It gives them a competitive advantage. And businesses should definitely stay updated and modern, rather than dated and obsolete. However, a business has to be dynamic and creative; and innovative and trend-setting in its own right…not because someone else is doing it. The things that sets a business apart are its unique qualities; characteristics that no one else has.

That being said, here is what some businesses are doing with their logos. If you want color inspiration, this is for you!
Business Color Trends from

Did you have a favorite? I think I love everything about the “Delicious” logo – from color scheme to font. For me the colors speak volumes about the brand, which is what you want. Can’t you almost taste how ‘delicious’ the company is? Drew Melton knew exactly what he was doing!

If you’re proud of your logo and what it says about your brand, share it here in the “comments” section. I’ll share my favorites on my  board on Pinterest.

Note: By sharing your logo, you are giving DBS the permission to use it on other social media platforms including, but not limited to Facebook, Pinterest and Twitter.

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Filed under Branding: Identity, Business Identity