MarCom Guru: Name, Logo, Slogan, Brand Identity


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More than a name and logo, your BRAND IDENTITY is the root of your growing business. No matter what your company does to make money, consistent branding is your key to long-term success. Customers use your brand identity to recognize and consider your products; partners consider it for marketing opportunities; shareholders value it as an asset.

A winning brand doesn't have to be the “Mercedes” of your market, but it does need to accurately communicate who you are—as well as who you will be in a decade. Redesigning your look and feel after you've hit the street can cost you vital brand recognition, as well as a fortune in time and supplies.

The first steps to creating your identity are positioning, name, image and personality. Regrettably, many young companies blow over these vital steps to save a few bucks, plaguing themselves with a problematic, unattractive or irrelevant brand later. A unique name, a well-crafted logo, and a clear, concise message will stand the tests of time and production.

Regardless of your brand’s current power, the Guru can help hammer out a solution that will triumph in the marketplace.

We Help Create, Build, Maintain Brands. Research (customers, competition). Naming, positioning, personality. Logo design & slogan selection. Trademark research & registration. Company & product line architectures. Brand guidelines & guidance. Corporate collateral templates. Consistent brand execution.
MarCom Guru service packages fit any budget.

Positioning. Can you define your positioning in five words or less? What does your company stand for? Do all of your employees know? Are they passionate about it?

Name. Is your company and/or product name distinct from other brands? What are its alternate meanings or spellings? In foreign countries?

Design. Is your logo visually appealing in both color and black? Low and high resolution? Horizontal and vertical layouts? Tiny and huge scale? Embroidery?

Messaging. Does your slogan say who you are and what you do, quickly and painlessly? If you had never seen or heard of your own company, would you “get it?”

Consistency. Is your brand conveyed constantly and consistently in all of your materials, including back-door docs like shipping packages and accounting papers?

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	The 22 Immutable Laws of Branding, Al Ries & Jack Trout The Case for B2B Branding: Pulling Away from the Business-to-Business Pack, Bob Lamons The Brand Gap: How to Bridge the Distance Between Business Strategy and Design, Marty Neumeier Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time, Matt Haig Big Brands, Big Trouble: Lessons Learned the Hard Way, Jack Trout Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, Adam Morgan

"Expectations are
the essence of branding ."

— Bob Lamons