Re: Branding

I have to say I am completely confounded by this challenge you face Shana. When I saw the two images, right away I knew exactly what I would want to do! However, you started listing the requirements or well, lack of willingness on both ends to change either logo. Then I realized, it's my nightmare of a puzzle - and kudos to you for handling it so well (I think).

Now that I have had time to sit and let this simmer - here we go:

What are your suggestions for making this particular branding issue work better? 
 - As suggested before, I do agree with the suggestion of the words "Design" and "Build ltd" altering to a typeface that is sans serif, but not quite as "rigid" as American Sentry Solar. If at all possible, I would try finding a typeface that works with both and a typeface that can be consistent in both, showing minimal change to the clients (yet bigger change to us who may notice it more). Also, finding a happy medium with the use of green. I like the American Design and Build logo, but I am not sure the hue of green would work well for Solar. I am not a fan of the sun, but I do like the idea Jen mentioned prior on how to incorporate it in both logos, connecting the two (if I understood correctly).

I am more of a visual person, but here is my attempt. It is definitely a challenge! I didn't bother with color, just an overall template idea.

How important is having a good understanding of brand strategy for people in our line of work?

I think it is very important! In broad strategy its the communication to the customer, and I suppose we are the linguists in away. If the brand strategy is flawed, then the company can lose money. 

Do you have real life experience with a branding nightmare/success story?

I think if I did.. it would be completely in the recess of my brain. I am having a hard time wrapping the challenge of these two company logos around my head, ha!

How much of branding is good design and good business?

Much like Monique said half and half. Although I do believe good design does make or break a business.. at the end of the day, they really have to be worked out properly - or the business can suffer either way. 

I do hope this helps, even just a little bit!