The power of branding is its ability to influence behavior. We brand companies so they can build reputations. A brand with a good reputation elicits more purchases, advocacy, donations, shares, patrons, etc.
We give names, logos, taglines, and colors to organizations so that people can more easily assign reputations, attributes, and values in their minds. Subconsciously, they place the brand in their value system, which guides their next actions.
Bringing brands to life has always been a huge passion of mine. I truly believe every design project has a sole. It comes to life by digging in and asking the right questions, challenging clients to think about goals and strategies, and doing a ton of research. I like to think that my style is diversified, but I tend to follow proven principles of design aesthetics along the way. Design trends and fads are great to know and follow but I believe they belong in a marketing and advertising centric section. A powerful brand identity should live on for decades relatively unchanged.
