Does your business have Brand Energy?
– Melissa Gacek, “The Brand Girl”

 I spend a lot of time rolling out, working in, and developing new brands for my clients. I thought I’d share a few words about the importance of branding beyond building a logo and some recent examples of branding work I’ve done for your inspiration.

So, why should you care about your brand?
To give your business creative adrenaline, to stand out, to be memorable over time, to be chosen over your competition, to create a perception about what makes your service or product unique. For credibility. Any business that sells any product or service to either a business or consumer audience needs a brand. A strong brand will build pride inside the organization, elevate the mood and ownership of what you represent amongst employees. It will help you recruit talented staff. It will create trust with vendors and partners.

A brand is not a logo. Or a product. A brand is a singular idea or concept that you own inside the mind of the prospect.

“If people believe they share values with a company, they will stay loyal to the brand.” – Howard Schultz

People buy Apple because they believe they are the leader in design and innovation. Apple has built an incredible customer experience with its product launches, packaging, store models, even the Apple Genius bars. People buy Apple for many reasons, including the belief smart people use Apple products, or that their products are superior.

“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”

– Seth Godin

You can craft your own story with a brand before you even sell a product or service. We create branding for companies before they launch based on their target audience, competitive landscape, positioning, key message, brand essence, and brand vision.

“If you don’t give the market the story to talk about, they’ll define your brand’s story for you.”

– David Brier

In the world we live in of instant gratification, people have many choices and too little time. Having a brand that stands out sets you ahead of other companies with similar offerings. A good brand says you are credible.

You can’t build a reputation on what you are going to do.

– Henry Ford

Why else can Lululemon can charge 50+ percent more for their apparel and accessories than the average sports brand. I see even my own 10-year-old daughter now admiring their clothing and it’s all based on the brand and emotional relationship to the perceived status value. The same with an Apple watch. Or anything Apple. Consumers will pay more because of the perceived brand value.

Brand is just a perception, and perception will match reality over time.

– Elon Musk

People want to TRUST the companies they use. How often would you choose a “trusted” branded name over a generic, when it comes to diapers, medicine, or something “important” you would use for your family, only the best for them. A good brand appeals to their emotions of being a good parent.

The best brands become those that people believe are the ONLY choice, the best choice. No one else compares. Lexus. Ritz Carlton. Lulu. Apple. Nike.

If you or someone you know needs help developing or rolling out their branding (aka print, digital, web, events, brochures, retail space design), don’t hesitate, give them my name and number or have them schedule a discovery call with me. You deserve it!

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Melissa Gacek, CEO of Running Designs LLC (dba Creative Adrenaline) specializes in corporate identity, creative direction, graphic design, event marketing, illustration, production for print and digital. She creates and leads teams with targeted UX/UI designs, wireframes, and prototypes for web and app solutions. She brings her long-time experience in project management and business development to every project.