July 2021

Top Brand Consulting Firms in Los Angeles

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Good branding can set you apart from the crowd and bring your company's vision to life. So, what makes a strong brand, and how can branding services help you get there? A strong brand has a clear and unique message that's targeted to each segment of your audience. It also includes a consistent visual presentation – think colors, logos, fonts. Finally, a strong brand may evoke an emotion like Apple's innovation.

If you're looking at this definition of a strong brand and are unsure how your company's brand stacks up, hire a branding agency. The right branding company helps you define and marketing your business brand to attract customers, retain talent, and emphasize shared values.

Luckily, Los Angeles has some of the best brand agency to hire. Use our list to find and connect with brand agency in LA. Evaluate their case studies, project types, and client reviews to determine which company is the best fit for you.

List of the Best Branding Agencies in LA

  • 1
    MIN. PROJECT SIZE:
    $10,000+
    EMPLOYEE SIZE:
    2 - 9
    LOCATION:
    Los Angeles, CA

    They’ve done work for major brands like Change.org as clients, but Niftic Agency is a branding agency that hasn’t lost sight of the fire and hunger for greatness that launched them. This Washington, D.C.-based firm helps organizations around the world focus their brand identity strategy to increase sales and consistently beat their competition.

    If you want to see how Niftic Agency helps brands communicate with their audiences in a unique and crowded space, look no further than their work for BRAC. Niftic Agency helped them define a strategy for their specific audience to improve their local and online reach.

    SERVICES
    • 60% Branding
    • 20% UX/UI Design
    • 10% Advertising
    • 10% Other
    FundHero Software Development

    FundHero Software Development

    Niftic designed and built a powerful fundraising application, giving small-to-mid-sized political campaigns and non-profits the tools and guidance they need to grow their donors and help reach their fundraising goals....
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    Change.org Product Support

    Change.org Product Support

    Everyday, people from around the world visit Change.org; starting campaigns, mobilizing supporters and working with decision makers to create solutions. With over 300 million users globally, Change.org is the biggest...
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    Kx Advisors

    Kx Advisors

    Recognized as a “Best Consulting Firm for Healthcare Consulting” 2011–2020 by Vault, Kx Advisors is a modern strategy consulting firm supporting pharmaceutical, medical device, and health IT companies grow....
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    North Face – Peak2Park Virtual...

    North Face – Peak2Park Virtual...

    Bringing the Competition to the Athlete This virtual competition was created because ski resorts faced increased challenges to host events due to unreliable weather (not enough snow). So rather than not having any...
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  • 2
    MIN. PROJECT SIZE:
    $10,000+
    EMPLOYEE SIZE:
    2 - 9
    LOCATION:
    Beverly Hills, CA

    Trixmedia Inc. boasts an impressive list of key clients including UrthBites. So it’s no wonder that this California-based firm has achieved widespread success in a wide range of industries for their targeted brand development work.

    One example of their web development success comes from a beauty product client, who found themselves in need of improved branding. Trixmedia Inc. helped them revitalize their existing brand strategy to stand out in a crowded market and leave a powerful impression on more customers than ever before.

    SERVICES
    • 60% Branding
    • 40% Packaging Design
    Logo Development & Package Design

    Logo Development & Package Design

    The naming and logo development aspect of this project needed to focus on telling a story about this new business. We designed a name and logo that would be universally appealing, and would attract consumers of all...
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    Web Design

    Web Design

    Looking for a beautiful and effective website your company can be proud of? We at TRIXMEDIA design & develop engaging websites like this everyday. We create most effective customized websites that offer ultimate...
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    Digital Branding

    Digital Branding

    Today branding is everything. Bring your brand to the forefront with creative ideas that uncover the needs of your brand's potential users. A thought-out brand definition and content strategy driven by market research is...
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  • 3
    MIN. PROJECT SIZE:
    $50,000+
    EMPLOYEE SIZE:
    10 - 49
    LOCATION:
    Los Angeles, CA

    With an impressively robust client list that includes names like Civic Financial Services and RGR, La Visual empowers brands with creative branding techniques. Founded in 2005, this Los Angeles-based firm offers an emphasis on helping brands drive change.

    One example of La Visual’s experience is their branding work for LemonShark Poke, an upstart restaurant chain trying to establish itself. La Visual helped them target their audience of fans of poke style dining with a complete reevaluation of their branding. This resulted in powerful engagement and an increase in perceived authority for LemonShark.

    SERVICES
    • 50% Branding
    • 25% UX/UI Design
    • 25% Content Marketing
    OBSIDIAN LIGHTING CONTROL SYSTEMS

    OBSIDIAN LIGHTING CONTROL SYSTEMS

    A UNIVERSE OF CONTROL A sophisticated lighting control brand identity with some sweet sci-fi flavor As one of the top providers of lighting solutions in the world, Elation Lighting has lit it up for the likes of...
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    Juma Branding and UX Design

    Juma Branding and UX Design

    JumaFit is a treadmill studio designed to be welcoming to all—a commitment that the brand wanted to reflect in their branding and UX design. LA Visual provided a thorough branding and UX design strategy to help them...
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    Lemonshark Poke brand design

    Lemonshark Poke brand design

    BRAND IDENTITY WITH A BITE     A cheeky logo system for forward thinking fast-food dining    HEADING FOR OPEN WATERS    LemonShark Poké is a quick service franchise restaurant that serves delicious...
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  • 4
    MIN. PROJECT SIZE:
    $10,000+
    EMPLOYEE SIZE:
    2 - 9
    LOCATION:
    Beverly Hills, CA

    When a brand like Tea Forte needs branding work, there’s one agency they call—Flat 6 Concepts. Founded in California and featuring some of the greatest branding professionals in the market, Flat 6 Concepts helps brands improve their image with expert brand development strategies and execution.

    Flat 6 Concepts brings clients exactly the branding results they need in a timely and affordable manner. That’s why they’ve become a go-to name in brand development that continues to make waves across a range of industries and client specialties.

    SERVICES
    • 60% Branding
    • 20% Web Design
    • 10% Graphic Design
    • 10% Other
    Product Photography for Tea Forte

    Product Photography for Tea Forte

    Tea Forte is a luxury tea brand, and presenting their products in that high-end light is essential Flat 6 concepts provided product photography for their product line, ensuring that the products would be presented in the...
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    Branding for luxury clothing store

    Branding for luxury clothing store

    Sartorial is a luxury clothing store in Miami, and they needed to brand themselves in a way that was in line with their high-end profile. Flat 6 concepts provided the perfect brand identity for them to identify themselves...
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    Branding for luxury chocolate...

    Branding for luxury chocolate...

    Choco Libre combines classic business models and products with a new-age trend—subscription boxes featuring luxury chocolate. Flat 6 concepts provided the perfect encapsulation of both of those elements for a brand...
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    Collateral for luxury hotel chain...

    Collateral for luxury hotel chain...

  • 5
    MIN. PROJECT SIZE:
    $25,000+
    EMPLOYEE SIZE:
    2 - 9
    LOCATION:
    Los Angeles, CA

    With a passion for both strategy and design, Gelcomm has provided branding work for clients like P&G. Based in LA, Gelcomm brings a long history of success to each project they complete.

    When Cabeau Travel was just a new brand looking to make an impact, Gelcomm crafted the entirety of their experience in this distinct area. The result was a splashy entrance into the market orchestrated by Gelcomm designers and strategists.

    SERVICES
    • 45% Branding
    • 45% Packaging Design
    • 5% Market Research
    • 5% Other
    Tikun Hemp CBD Brand Refresh

    Tikun Hemp CBD Brand Refresh

    CHALLENGE Founded as a philanthropic organization, Israeli-based CBD oil manufacturer, Tikun, wanted to help repair the world, but needed a brand facelift to stand out in a fast-growing US market.   SOLUTION We helped...
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    Hanna Max Package Refresh

    Hanna Max Package Refresh

    CHALLENGE Hannah Max was trying to gain mass-market dominance in the low-calorie cookie space, but their branding was blending in with the crowd.   SOLUTION We helped Hannah Max find ways to stand out and trigger a...
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    Havsies Package Refresh

    Havsies Package Refresh

    CHALLENGE Havsies makes popcorn as decadent as the city it's made in (Los Angeles), but their branding and packaging was falling flat. We stepped in to help them find their mojo.   SOLUTION Our team helped give Havsies a...
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    Disney: Branding, Style Guides

    Disney: Branding, Style Guides

    CHALLENGE Disney’s new radio station needed a compelling graphics package and style guide.  SOLUTION In the midst of surging popularity for country music and buoyed by their own roster of pop-country...
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  • 6
    MIN. PROJECT SIZE:
    $10,000+
    EMPLOYEE SIZE:
    10 - 49
    LOCATION:
    Los Angeles, CA

    With an impressively robust client list that includes names like Amazon, L+R

    empowers brands with mobile app development. Founded on design-first principles, this Brooklyn-based firm offers an emphasis on helping brands drive change.

    One example of L+R’s experience is their work for Louis Vuitton, one of the world’s respected fashion brands. L+R helped them target their audience of customers with a complete reevaluation of their mobile app. This resulted in powerful engagement and an increase in perceived authority for them.

    SERVICES
    • 25% UX/UI Design
    • 25% Branding
    • 20% Business Consulting
    • 30% Other
    Louis Vuitton VR Event Platform

    Louis Vuitton VR Event Platform

    Immersive, personalized VR experience content management system for luxury retail.
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    Vela®

    Vela®

    An international manufacturer introduces transformational, environmental offering with brand strategy and digital presence.
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    Amazon Web Services Firecracker

    Amazon Web Services Firecracker

    Brand identity design for a transformational open source technology and community tool.
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    First Alert Onelink Connect

    First Alert Onelink Connect

    Seamless digital experience for the leader in home safety & security and the next generation of the connected home.IoTConnected HomeAmazon Alexa
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  • 7
    MIN. PROJECT SIZE:
    $25,000+
    EMPLOYEE SIZE:
    10 - 49
    LOCATION:
    Irvine, CA

    When companies like Cisco need an effective path to improved digital experiences, they enlist the services of 500 Designs. This U.S.-based branding design and development agency has provided a range of services for brands throughout the world, and has established itself as an agency that delivers consistent results.

    Humble Dogt is a company that’s tapped into a large audience already but was looking to expand their reach with a robust web application and website design. They turned to 500 Designs for the opportunity to revitalize their existing online platform, and 500 Designs delivered a simplified design that led to increased business and brand awareness.

    SERVICES
    • 30% Branding
    • 20% Web Design
    • 15% UX/UI Design
    • 35% Other
    Emburse

    Emburse

    Branding, UI/UX Design, Website Design and Website Development
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    Globally Paid

    Globally Paid

    Branding, UI/UX Design, and Website Development 
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    Ripple

    Ripple

    Branding, Website Design, Website Development, and Packaging Design
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    Cure Mobile Care

    Cure Mobile Care

    Branding, Website Design, and Website Development
    SHOW MORE
  • 8
    MIN. PROJECT SIZE:
    $10,000+
    EMPLOYEE SIZE:
    2 - 9
    LOCATION:
    Irvine, CA

    Venthio has delivered stellar work to over 800 clients, pushing businesses forward and helping them succeed in a modern world. Their talented team of designers and strategists specializes in marketing, branding, and advertising.

    One of their recent projects was creating a brand system for investment management platform Niru. Keeping these simple yet stated, the used a mono-color background with a white logo to act as the brand’s main marking with enough flexibility to stretch across other mediums.

    SERVICES
    • 30% Advertising
    • 30% Branding
    • 30% Marketing Strategy
    • 10% Other
    Branding for Niru

    Branding for Niru

    Niru is a private investment company, and they found themselves in need of an effective brand strategy—including a logo, typeface, and other branding materials. Venthio delivered on all fronts to help them create a...
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    Branding for VantageWest

    Branding for VantageWest

    VantageWest needed a logo and typeface to go with their high-end services. Venthio delivered visually striking, clever logo that incorporated the VW acronym without being obvious or over-the-top. The result is an...
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    Branding for VoltEdge

    Branding for VoltEdge

    BRND Consulting Better Brands worked with VoltEdge to create their brand identity package, including their logo. BRND Consulting Better Brands helped them create a brand profile that would help them stand out in a crowded...
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    Joy Brewed

    Joy Brewed

  • 9
    MIN. PROJECT SIZE:
    $10,000+
    EMPLOYEE SIZE:
    10 - 49
    LOCATION:
    Pasadena, CA

    This established event marketing & planning company counts major brands like Appetize among their clients. Based in Pasadena, California, Thirsty Agency brings a bright and impactful approach to each unique enterprise project they take on.

    AT&T creates products for clients around the world. They turned to Thirsty Agency for a focused strategy that would highlight their unique brand voice and audience. Thirsty Agency delivered with highly modern and striking approach focused on making an impact.

    SERVICES
    • 40% Branding
    • 20% Advertising
    • 20% Digital Strategy
    • 20% Other
    Gold Cup 2019 - This Is Ours...

    Gold Cup 2019 - This Is Ours...

    “This is Ours” celebrates the Gold Cup as a world-class tournament that unifies fans across 16 proud nations, giving them a unique experience to “own”– to become active participants as their team sets out to...
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    MexTour 2018 - 2 Languages, One...

    MexTour 2018 - 2 Languages, One...

    The brief was simple, market El Tri’s #MEXTOUR of the United States leading into the 2018 World Cup taking place in Russia this summer. This entailed creative assets for a series of three games played across the...
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    Vicis Web Development /...

    Vicis Web Development /...

    We aimed to provide a sleek, simple and interactive look that focused and utilized high quality images and content. The primary goal was to build awareness around the innovative helmet design and the health advantages it...
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  • 10
    MIN. PROJECT SIZE:
    $10,000+
    EMPLOYEE SIZE:
    10 - 49
    LOCATION:
    Costa Mesa, CA

    With a passion for both strategy and design, Column Five has provided branding work for clients like Pacific Life and Visage. Based in SoCal and founded in 2009, Column Five brings a long history of success to each project they complete.

    When Applied Innovations was just a new unit of the University of California looking to make an impact, Column Five created not only their recognizable logo but the entirety of their branding and customer-facing presence. The result was a splashy entrance into the university space orchestrated entirely by Column Five designers and strategists.

    SERVICES
    • 15% Branding
    • 15% Content Marketing
    • 15% Digital Strategy
    • 55% Other
    VideoAmp Website Design &...

    VideoAmp Website Design &...

    The Client VideoAmp, a software and data platform for marketers to optimize their media investment. Their mission is to empower the world’s largest marketers to give them the information that they’ve always wanted...
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    Annual Report - Pacific Life

    Annual Report - Pacific Life

    For the past two years, we’ve partnered with Pacific Life to develop their annual reports. Our goal was to position Pacific Life as a living, breathing, energetic entity and to remind the audience that Pacific Life is...
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    Anatomy of a Breach - Microsoft

    Anatomy of a Breach - Microsoft

    This HTML native site analyses the various stages of a company security breach from the hacker’s POV. Highlighting the systemic weaknesses hackers look for most, the site presents Microsoft’s solutions to avoiding and...
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    Applied Innovation Brand Identity...

    Applied Innovation Brand Identity...

    UCI Applied Innovation is a unit of University of California, Irvine with an exciting mission “to bring campus-based discoveries together with Orange County’s vibrant business community to support job creation and...
    SHOW MORE
  • 11
    MIN. PROJECT SIZE:
    $5,000+
    EMPLOYEE SIZE:
    10 - 49
    LOCATION:
    Rolling Hills Estates, CA

    Mastering branding strategy is an essential need in today’s market. That’s why brands everywhere have turned to the California-based The Bureau of Small Projects for branding expertise that leads to real results. When a brand needs to create a unique brand identity with an agency they can depend on, they turn to The Bureau of Small Projects.

    When one The Bureau of Small Projects client found themselves lacking an effective brand strategy, they came to The Bureau of Small Projects to help them improve their brand awareness. The Bureau of Small Projects delivered branding results that allowed their client to increase business on-schedule and within their budget.

    SERVICES
    • 30% Branding
    • 25% Advertising
    • 25% Web Design
    • 20% Other
    Dr. Pimple Popper

    Dr. Pimple Popper

    A Video Platform for Popaholics Dr. Sandra Lee (aka Dr. Pimple Popper) is the board-certified dermatologist behind the viral pimple popping videos and hit TV show that you can’t look away from. Now, you can subscribe...
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    Everyone Matters

    Everyone Matters

    Being a loving, respectful human being is the most important thing we can be – but unfortunately it’s not prioritized in today’s social interactions, media discourses or school curriculum. In our accelerating...
    SHOW MORE
    Project X/AV - New Wave...

    Project X/AV - New Wave...

    Project X/AV is a New Wave Entertainment brand. New Wave Entertainment is a diversified media company that consists of 4 major brands that cover everything from production, distribution, theatrical and television...
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    McHale Design

    McHale Design

    Prioritizing hierarchy of messages while maintaining big picture clarity Having been trusted by the largest companies in the world including Mattel and Walmart and working with the most recognizable brands such as The...
    SHOW MORE
  • 12
    MIN. PROJECT SIZE:
    $10,000+
    EMPLOYEE SIZE:
    2 - 9
    LOCATION:
    Los Angeles, CA

    Clients like Disney, Toyota, and Toshiba rely on Ripe Media to meet their brand management and communication goals. They are a full-service creative agency, catering to companies of all sizes and industries.

    As an example, they partnered with the Global FoodBank Network to create a branding strategy that clearly reflects the nonprofit’s position in the global hunger space. The partnership improved the nonprofit’s internal consensus, communication confidence, and perceived credibility. The redesigned website received the Platinum dotComm award.

    SERVICES
    • 30% Web Design
    • 25% Branding
    • 10% Content Marketing
    • 35% Other
    NAS Insurance

    NAS Insurance

    NAS, a Los Angeles-based nationwide company, creates innovative insurance solutions to address emerging risks and gaps in typical coverages. With a unique suite of integrated services, NAS delivers customized insurance...
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    The Global Foodbanking Network

    The Global Foodbanking Network

    Hunger is often not a food problem; it’s a logistics problem. Approximately 15-30% of food in emerging economies is wasted. Each year billions of pounds of food go to waste, while 1 in 4 people are malnourished. Food...
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    Amgen Year-End Review

    Amgen Year-End Review

    Custom e-learning modules for pharmacuetical managers. Ripe Skills: Captivate, Content Development / Writing, HTML5, LMS & CMS Architecture, Programming, Responsive Design, User Experience Design, Visual...
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    Maya Brigadeiro – Brazilian Sweets

    Maya Brigadeiro – Brazilian Sweets

    Maya came to Ripe with a need to develop a comprehensive marketing strategy and to revamp her company’s website. Ripe delivered with a delicious design that matches well with her yummy Brazilian treats. We loved the...
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  • 13
    MIN. PROJECT SIZE:
    $10,000+
    EMPLOYEE SIZE:
    2 - 9
    LOCATION:
    Los Angeles, CA

    Special Modern Design counts impressive brands like Modcom among their key clients. So it’s no wonder that this USA-based firm has achieved widespread success in a wide range of industries for their targeted branding and graphic design work.

    One example of their web development success comes from Haute Footure, a globally recognized brand. Special Modern Design helped them revitalize their materials to stand out in a crowded market and leave a powerful impression on more customers than ever before.

    SERVICES
    • 50% Branding
    • 25% Graphic Design
    • 25% Logo
    Los Angeles Modern Committee

    Los Angeles Modern Committee

    Branding and Design by Special Modern Design
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    Taryn Rose

    Taryn Rose

    Branding and Design by Special Modern Design
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    Reading Cinemas

    Reading Cinemas

    Branding and Design by Special Modern Design
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    Music Reports

    Music Reports

    Branding and Design by Special Modern Design
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  • 14
    MIN. PROJECT SIZE:
    $10,000+
    EMPLOYEE SIZE:
    2 - 9
    LOCATION:
    Los Angeles, CA

    This established branding company counts major brands like Nestea among their clients. Based in Los Angeles, Ad Victorem brings a bright and impactful approach to each unique enterprise project they take on.

    Motiv creates products for clients around the world. They turned to Ad Victorem for a focused strategy that would highlight their unique brand voice and audience. Ad Victorem delivered with highly modern and striking approach focused on making an impact.

    SERVICES
    • 30% Branding
    • 15% Marketing Strategy
    • 15% Web Design
    • 40% Other
    Motiv Ring

    Motiv Ring

    https://www.advictorem.agency/case-studies/motiv-ring
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    Turnkey Intelligence Website...

    Turnkey Intelligence Website...

    https://www.advictorem.agency/case-studies/turnkey
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    FOX Digital

    FOX Digital

    https://www.advictorem.agency/case-studies/fox-digital
    SHOW MORE
    Nestea USA Website Design

    Nestea USA Website Design

    https://www.advictorem.agency/case-studies/nestea
    SHOW MORE
  • 15
    MIN. PROJECT SIZE:
    $10,000+
    EMPLOYEE SIZE:
    50 - 249
    LOCATION:
    Los Angeles, CA

    Their clients include major enterprise clients like Consumers Energy, but Daniel Brian Advertising is a advertising agency that hasn’t lost its focus on innovation or creativity. This Michigan-based firm helps organizations around the world focus their strategy for greater success.

    If you want to see how Daniel Brian Advertising helps brands communicate with their audiences in a unique and crowded space, look no further than their work for Fathead. Daniel Brian Advertising helped them define a strategy for their audience to improve their reach.

    SERVICES
    • 33% Advertising
    • 20% Branding
    • 15% Media Planning & Buying
    • 32% Other
    Health Care Marketing Demo Reel

    Health Care Marketing Demo Reel

    THE BOTTOM LINE IN HEALTH CARE MARKETING IS MEASURED IN LIVES The patient is in charge of more healthcare decisions than ever before. We partner with health systems to guide patients in their search for care as well as...
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    Purpose-Based Digital & Social...

    Purpose-Based Digital & Social...

    BUILD A PASSION BRAND USING DIGITAL MEDIA – AND CHANGE YOUR WORLD Do your fans fly your colors? Do your customers camp out the night before a grand opening? The future will be built by passion brands and the social...
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    DOUBLED PATIENT VOLUME: Physician...

    DOUBLED PATIENT VOLUME: Physician...

    THE CHALLENGE: We started with the segment that influenced 64% of patient traffic – physicians. Physicians are busy, and want a simple way to refer patients. Patients are busy, and don't want to wait on hold to make a...
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    Game On Cancer

    Game On Cancer

    Millions of Earned Social Media Impressions We reached out to the local sports influencers, Herman Moore and the Detroit Lions, firing up the 1.8M social followers. $15 Million in Donations We launched with a Super Bowl...
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1 of 5

How Do I Create a Brand Identity for My Business?

Here are 5 steps to help you create a brand identity for your business:

  1. Research your audience
  2. Analyze your competitors
  3. Define a unique selling proposition (USP)
  4. Practice on-brand messaging
  5. Implement your brand consistently

Research Your Audience

Think seriously about the kind of customers you want to attract. Different customers require different brand identities. For example, developing a brand identity that is sporty is much different than developing a brand identity that is cutting-edge and technological. Make sure your business creates a brand identity that fits an audience of consumers.

Analyze Your Competitors

Creating a brand identity not only requires fine-tuning your brand but also requires comparing your brand positioning to that of your competitors. Research which marketing channels, logos, colors, slogans, and taglines your competitors use to find a niche for your brand.

Define a Unique Selling Proposition (USP)

A unique selling proposition is what makes a company different from its competitors. Why should customers buy from you? What motivates and frustrates your customers? Why do customers choose your products instead of what competitors offer?

Practice On-Brand Messaging

There’s no use having a brand if you get away from it. Brand identity is exercised through marketing materials, slogans, and logos. Make sure you use all of these components to further your brand message. Brand identity requires formalized guidance on how to use and deploy slogans, logos, colors, photos, graphics, and even word choice.

Implement Your Brand Consistently

Make sure to keep your brand elements consistent across various platforms. This means that your business’s Facebook account and website should have the same logos, colors, and language.

What Are Some Branding Ideas?

Businesses can deploy 8 or more branding ideas to advance their goals, including:

  1. Having a good logo
  2. Creating a business URL
  3. Using a custom hashtag
  4. Having contests on social media accounts
  5. Editing photos
  6. Tagging customers on social media
  7. Creating unique graphics
  8. Using a company slogan

What Is Product Branding?

Product branding is what it sounds like – a process through which companies build a comprehensive brand for a specific product.

Product branding promotes specific products. Individual products develop their own taglines, slogans, logos, and even social media pages. An example of product branding comes from Coca-Cola. Coca-Cola owns Sprite, which is its own brand. But Sprite’s brand falls under the Coca-Cola brand. Through separate commercials, websites, social media accounts and logos, Coca-Cola is strengthened by its relationship with Sprite.

Why Is Product Branding Important?

Product branding is important for 3 main reasons:

  1. Makes the purchasing process easier for customers: Consumers are able to understand the specific benefits of certain products, even if the products are owned by the same company.
  2. Captures a submarket: Product branding allows companies to carve out a special, specific place in the market. A company like Coca-Cola mostly sells soft drinks but can also sell water and sports drinks such as Powerade when they use product branding.
  3. Helps insulate the company from failure: If Coca-Cola were to introduce a new sports drink called Coca-Cola Sport and nobody bought it, the company as a whole would be embarrassed. Instead, Coca-Cola can release new products with a different name and insulate the company from failure.