I believe it is a task that is needed now more than ever. The unavoidable truth is that we live in a branded world. According to Scott Davis, in his book Brand Asset Management, the average consumer is exposed to roughly 6,000 ads a day and to more than 25,000 new products a year! As competition proliferates, it is imperative that companies connect deeply with customers and become the brand of choice. The trust and loyalty enjoyed by a strong brand lies at the very heart of a company (or a product’s) success.

Not surprisingly the process is different for each client. Some arrive with a clearer sense of who they are and what makes them unique. Some have even conducted research to help them arrive at that understanding. But all of them benefit from the outside perspective a good design and marketing firm can bring to bear.

I am careful to stress that the work is not just about solving a design problem. Color and typography and logo marks are an important aspect of a new identity. But clarifying strategy, managing the different concerns of stakeholders, and establishing a framework in which the new identity can survive and thrive are also vital aspects of successful branding. So is the process of successfully differentiating the client and launching the new identity into a busy world.

The tools for branding continue to develop, with social media like Facebook and Twitter as some of the latest to enter the arena. But the fundamentals remain the same...honestly letting those who need to know learn who you are; what you have to offer and why they should care to choose you.