Re: Branding

It is probably not possible to completely redo the American Sentry logo, at least not immediately. American Design and Build is the parent company. There is absolutely nothing in the American Sentry logo that even hints at that. I think that is a HUGE issue. Any credibility or loyalty associated with the American Design and Build brand cannot be transferred to its new division unless someone straight out tells them—and that’s not the point of a division. They may as well be two completely separate companies. If they are to operate independently then they are allowed to lead a separate existence and what I took from your explanation is that they need to work together. So we talked in class about a gradual redo of the logo or logos. Maybe—and this is a big maybe—the ‘American’ in design and build becomes the ‘Masterbrand.’ The ‘American’ in the parent logo seems to be the most important and I imagine someone would throw a tantrum if you suggest that be changed. Maybe American, as it is, gets pulled into the solar division. Masterbrand’s can lead to more concentrated customer loyalty. And this will open it up to possible future scenarios—what if you go beyond a solar division? A Masterbrand can help all these divisions reinforce one another in the marketplace.

I think it is very important for those in our line of work to have a good understanding of brand strategy. It would ensure that the issue you are experiencing now wouldn’t happen. Ideally, there need to be long-term goals when developing a brand.  Who knows who is working behind you or who you may be working behind—understanding brand strategy could save a lot of headaches.

I don’t have any experience with this and I feel bad having nothing to say about it so I will tell you something I find frustrating at work that doesn’t really have to do with branding, but kind of has to do with design. So I work at a privately owned restaurant and I struggle everyday looking at the specials we print. And the specials are delicious, they change everyday…so does the clipart behind the specials. And then we have the giant board we use for a food menu. And the tri-fold menu we use for a drink menu. And that we now have crappy chalkboard paint to write up the specials. I could go on….

Is the question an either or? Because I think it is both good design and good business, but mainly good business. There is the superficial branding level of color, logo, name, etc and beyond that on a deeper level is the effect or promise of the brand. The promise is what sells the product or service. And it might be that good business can be portrayed through good design. I feel like I just went in a circle with this. 

On a side note: An undergrad professor had us read the book ‘Marketing Lessons from the Grateful Dead’ and it was actually really insightful. I wish I could throw an epic quote out there, except I let someone borrow it and they never gave it back L