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?).
Building a successful brand – like the business it represents – is not unlike training for a race. It’s more of a marathon than a sprint. You’re not going to break out of the gate at top speed. Instead, you’ll build a steady, sustainable pace that gets you closer and closer to that finish line so that when the time comes, you can finish strong.
Years ago, I bought a new-to-me car. When we arrived at the dealer to pick it up, they were ready. The car was spotless. Workers gave balloons to our young sons and shook hands with my husband and me. A few days later, we received a “Welcome to the Family” card in the mail, congratulating us on our auto selection and inviting us to join the fan club – complete with a tin of cookies! Surely, there could be no doubt that we made a smart purchasing decision.
Your website looks great. You’ve spent a lot of time, energy, and resources to develop a wonderful, purpose-driven business that is making a positive impact in the world. You have a track record of helping those that you serve. You’ve developed a beautiful product. You’re ready to go. But when it comes to reaching out to your network, you freeze. What’s happening here?
Hard to believe the first month of the new year has come and gone. One-twelfth of the year is over. Have you set your big WOW goals for this year? Are you well on your way to meeting them or are you still working on setting up your vision?
So, why would two-decades-old companies like Dunkin’ Donuts — now Dunkin’ — and Weight Watchers — now WW — choose to rebrand? And what effects will their rebrand mean to their loyal and prospective customers?
I keep six honest serving-men
(They taught me all I knew);
Their names are What and Why and When
And How and Where and Who.
Brand Identity: BSO Academy Logo, Emailer and Print Mailer
Our logo design, Emailer design and print mailer design for BSO Academy.
Brand Identity: Bellies & Births
Our logo design for Bellies & Births
Brand Identity: 5 Star Distribution Services Logo
Our logo design for 5 star distribution services.
