Re: Branding

Hey Shana!

What are your suggestions for making this particular branding issue work better?

Since you stated that you can't change too much about either logo, I suggest a color change be something that you look into. Color grabs the eye first and will surely link the two together. In addition, maybe even a typeface change? If that is too much, what about changing "American" in both so that they are the same? This will work the same way color will in unifying the two.

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

If one does not understand how brand strategy works, especially with regard to how to communicate to their audience, the brand as a whole will suffer. Therefore being familair with brand strategy in this line of work (or any line of work really) is very important.

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

Unfortunately not - I haven't had much experience working in our field (which I hope changes after graduation!)

How much of branding is good design and good business?

I believe it is even - you could have a shabby brand, but a great business with loyal customers that are familiar with your work OR you could have a great brand but not offer great business. The two really go hand-in-hand.

Hope this helps!