Blog : brand identity

I was recently asked why defining core values is important to an organization, and more specifically, how they influence a brand. I would counter, what’s the purpose in existing as an organization if core values aren’t driving it? While profitability and stakeholder responsibilities are what keep the lights on for any company, core values are what support the vision, define company culture and help align an organization and the people who work there. 

I recently had the opportunity to lead a branding discussion at the Maryland Innovation Center and, amongst all of the great questions, one in particular stood out to me and my team, “What’s the story behind your name, insight180?” Honestly, I love it when people ask about our name. It gives us an opportunity to elaborate on who we are, how we’ve evolved, and who we’re becoming. It helps us tell our unique story, something we really appreciate in a good brand name. A good name can do many things: evoke an emotion (like trust or confidence); relay a purpose; create some fun and elicit curiosity. Still, other brand names may be less than inspiring but too established to change (like GEICO – what the heck does that even mean?).