Branding

Brands can no longer be just about the product – they need to establish trust in a unique promise about who they are, what they stand for, and what they offer. This promise must be consistently delivered through all forms of contact with the brand, including advertising, customer service, and ongoing communication. Building a brand requires hard focus, strong passion, and relentless persistence, as well as time and money. However, the payoff is significant, as strong brands build business and equity for their owners.

I’ve created a number of sub-brands – from working with a celebrity to expand their existing lifestyle brand or creating a new celebrity brand, to developing a proprietary, in-house brand, to working with well-known brands to bring them into our portfolio and brand ecosystem.  Sub-brands are typically created to reach a new audience and build relationships with them. The attributes of the new brand are distinct but related to the main brand. Sub-brands often have their own brand standards, logo, color treatment, etc., while some sub-brands reflect the same identity as the parent brand. Successful sub-brands can help advertise and increase exposure for the parent brand. They help establish brand loyalty and trust. Consumers who trust a main brand are more likely to try a new product under the main brand.