Re: Branding

1. What are your suggestions for making this particular branding issue work better?
I think without having to completely eliminate either, the main way to link the two at this point would definitely be color and the use of American from the original logo incorporated into the Solar logo. I think Katie has a strong suggestion.

2. How important is having a good understanding of brand strategy for people in our line of work?
It is extremely important because it is a group effort to come up with an effective brand strategy. In Alina Wheeler's Designing Brand Identity, when talking about who develops a brand strategy, she says "It is usually a team of people; no one does it alone. . . It often takes someone from the outside who is an experienced strategic and creative thinker to help a company articulate what is already there. . . Companies frequently survive and prosper because they have a clear brand strategy. Companies falter because they do not have one."

3. Do you have real life experience with a branding nightmare/success story?
I personally do not have any real life branding experience. However, trying to brand myself as a designer is scary. I want my brand to not only speak to my craft as a designer but also to my values as a professional who is somewhat of a perfectionist. 

4. How much of branding is good design and good business?
I also believe it is a combination of both. You want your design to be strong enough to represent you and allow you to stand out but once that pulls in your clients it is your good business practices that keeps them and get you more business. You need both to have a successful, strong brand.