The hulking remains of the fleet of Aloha Airlines sits in the Mojave Desert; stripped of useful parts and slowly becoming part of the desert around them. Ironically the Aloha Air brand was purchased for $1.5M upon the airline's failure; testament to value a brand can attain even when a company doesn't survive the ever changing marketplace.

I have long been a believer that your brand is the most valuable asset that your company possesses. This belief stems from my own experiences as a consumer; certain brands immediately evoke thoughts and feelings regarding my perception of that brand's products and/or services. 

If the brand in question has earned my respect, admiration, and has become a brand I associate with positive emotions; then said brand has a positive brand identity.  If when I am asked about a certain category of product or service and a brand immediately comes to mind as one I find desirable; that brand has top of mind awareness (TOMA).  And if in the same situation a brand immediately jumps out as one I have had negative experiences with then it has a negative identity and possesses a negative top of mind. 

Your brand is a summation of how you want the world to see your company.  It is more than your logo and name; it is the collective association of thoughts and feelings that are evoked when it is viewed. This represents the ultimate goal of branding; establishing positive associations which provide differentiation in the marketplace thus providing a competitive advantage.     

  I am a seasoned brand architect with experience developing new brands in addition to assisting existing (established) brands in expanding their brand equity.

Companies want a positive identity with top of mind awareness.  They want to avoid a negative identity and negative top of mind.  How does a brand earn either?  This is where branding moves beyond the constraints of logos and marketing and moves into the realms of quality assurance and customer service.

Brand Architecture is more than the graphic representation of your brand.  In reality it has far more to do with the quality of your products, the way in which your company engages the public, the way in which your company manages relationships with vendors and customers, and the way your company treats employees and staff.  Each point of contact is an opportunity to establish your brand in a positive or negative manner. 

You hear of a company’s Mission, Vision, and Values; statements regarding what a company’s purpose is, where they see themselves in the future, and how they’d like to be perceived in general.  These are extentions of your brand message. 

Ultimately your goal should be to develop brand equity.  Brand equity is the perceived strength of a company’s product/service within the mind of the consumer.   Establish a strong brand and enjoy the benefits of brand equity and top of mind awareness. 


You cannot underestimate the value of a brand, especially once that brand has an established history spanning decades or centuries. Gibson Brands, Inc., makers of my personal favorite guitar, the Les Paul; has been in business for 117 years.  Their products have been a steady part of the history of music and as such enjoy an established reputation for value, quality, playability, and tone.
For more information on how I can assist you with your company's needs please contact me here.
   



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