Brand Identity

Your brand names, logos, and the look and feel of your communication media, provide your customers with a visual reference point. Ultimately you want to build equity in those brand identities so customers have clear, consistent expectations from you today, and when you introduce something new in the future.

Landrey & Company starts with the brand architecture, or interrelationship between the organization's identity and the identities of its product and service brands. Which one should have prominence as the master brand? Should products be bundled as part of a suite to accommodate extensions and upgrades? The architecture leads to brand identities - names and logos - that communicate the brand's position to its market.

See the glossary for more definitions.