Brand Fundamentals

Why do large corporations pay so much attention to branding? Because they know it’s one of the most powerful tools at their disposal, and one of the most significant determinants of commercial and financial success. Why, then, do small businesses and nonprofits so often fail to develop their brands and take advantage of the benefits effective branding affords? We couldn’t come up with a good answer—so we created Brand Fundamentals™. We work with businesses and nonprofit organizations to develop new brands, conduct brand audits, and revitalize older brands. We offer workshops to help brand stewards fix broken brands and optimize healthy ones. Branding is challenging, in part, because it requires diverse skills and abilities. Some people are great strategists, but not very creative. Other people are talented writers or designers, but not good with numbers. Recognizing that branding is both an art and a science, Brand Fundamentals offers a broad spectrum of expertise—and a proven track record. The company was founded by a seasoned creative consultant and an MBA. What is a brand, anyway? A name and logo? A company’s essence? A fundraising device? Brand Fundamentals claims it’s all of these—and more. Brands provide marketing muscle. A well-crafted brand doesn’t replace print or electronic communications—it concentrates power, sharpens focus, and improves overall performance. Research shows that more and more nonprofits are embracing branding as a way to present their missions to target audiences, communicate with diverse stakeholders, and support strategic alliances. Brand Fundamentals works with nonprofits and is sensitive to many of the unique challenges they face.