Backroom mark

Keys to Building a Disruptive Brand

Your brand is more than a logo or tagline. It is a culmination of the multiple emotional experiences an individual has with your organization. It is the constant that sits at the core of what you do, and serves as a framework that guides all communic …

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Choosing the Right Brand Partner

Mike Monteiro posted an article on Medium last month called “These 8 Tricks to Selecting a Design Partner Will Amaze You” that inspired us into a slow clap. Monteiro stresses the importance of understanding the relationship between the client and the …

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The Importance of Collaboration + Iterative Design in Branding

The old agency mentality to branding looks something like this: >“Let’s have a kickoff meeting, and in 2 months we’ll present you with some options for logos and taglines … don’t worry, you’ll get a round of revisions if you’re not happy.” This aut …

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How the Storytelling Craze is Killing Brands

The past few years, “content is king” has been replaced with “it’s all about storytelling.” The concept is strong, but we seem to be missing one very important detail: it’s not a story about you. ##Your brand is not your story. The story is about y …

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Does Branding Really Matter?

Great branding does more than create awareness of your product and the problems you solve. Great branding creates sustainable, organic equity around your business, where people know what experience they’ll have just by hearing your name or seeing you …

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Marketing to the C-Suite

The C-level is the ultimate decision maker who views decisions through lens of overall efficiencies, growth and balancing needs across organization. With this audience, decisions are complex and occur in networks — meaning that a management-level sta …

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The War Between Craft vs. Crap

An ad keeps popping up in my feed telling me to “get the perfect logo for $5!” My first thought: WTF? My second: Wow, people are actually buying into this. What does this say about the value of good design? For that matter, what does that say abou …

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