Branding With Intent

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Intentionality in Branding

What is branding?

Intentionality in Branding

The name of this blog came to me when I started reflecting on why branding efforts often fail to make an impact. I wanted to get to the core of the problem and shed light on what is most important in the branding journey. I concluded that perhaps nothing is

Branding by Burleson, TX

Branding by Burleson, TX

One of my objectives on this blog is to show that branding is not exclusively for corporations or businesses. A few years ago, I discovered what is widely referred to as place branding. This is where, as the name suggests, the principles of branding are applied to places. But I

Experiential Branding: Trader Joe's

Experiential Branding

Experiential Branding: Trader Joe's

In considering which brand to feature in my series on experiential branding, I couldn't think of a better one than Trader Joe's. I've been a customer for nearly 15 years, starting when a coworker shared their signature triple ginger cookies with me. When I

Let's Talk About Brand (conceptually)

Brand Means Reputation

In keeping with simplicity, I prefer to define the concept of a brand using just one word: reputation. I find this definition inclusive, extending beyond the traditional business or corporate definitions that are pervasive online and everywhere else. To be clear, a brand is not "solely" a corporate

Branding by Paper Plane Coffee Co.

Branding by Paper Plane Coffee Co.

Paper Plane Coffee Co. was founded in Brooklyn in 2015 and quickly became a beloved coffee destination. The brand relocated to Montclair, NJ, in 2019 and expanded to open a coffee brewery producing specialty craft coffee products, which are shipped to stores nationwide. In my opinion, the branding of Paper

Behind the Logo

Behind the Logo of Audi

As we find ourselves in the second week of the 2024 Summer Olympics, I wanted to kick off our Behind the Logo series with a brand that is also well-known for its iconic rings: Audi. Out of all the car brands, the Audi logo is my favorite. As a designer,

Let's Talk About Brand (conceptually)

Brand vs Branding

Let’s talk about brand and branding. They’re often used interchangeably, but I think that's a mistake. While they are connected, they are distinct. Here's how. What is a Brand? Think of a brand as your reputation—it’s the overarching impression you leave on

Branding by Crumbl

Crumbl is a bakery franchise chain with over 900 locations in the US and Canada. It was established in 2017, with its first location in Logan, UT. Its rapid expansion has been fueled by the demand for its unique cookies, which change every week. In 2023, they partnered with Turner