Welcome! 😉 Here’s a Free Thank You Gift.

Branding and Brand Strategy for Growing Companies

Branding for Restless Companies and Driven Entrepreneurs

Leveraging your assets Embroidery

Leveraging Your Assets in Branding

Reading Time: 3 minutes
Leveraging your assets

Leveraging your assets is part of everything from sports in school to dating to financial planning to selling and negotiating.

And it was no different for Carol.

She’s part “guardian angel” and part “detail coordinator” but she’s 100% amazing.

Her name is Carol Youmans and she has been providing me with executive assistance that’s been, in a word, fantastic. It was a learning curve for each of us and been a terrific period of growth for us both.

So, the time came to make sure her brand for her services had a proper face, one that was reflective of the excellent service she provides—always with a smile and always with a willingness to learn how to get the job done (if it was something she didn’t yet have “in her wheelhouse”).

I decided her company warranted a brand that:

  1. had a name that would allow her to stand out in the crowd,
  2. was memorable and
  3. presented her company in a style that was timeless, approachable and refined.

Leveraging Your Assets with a Name That’s Unstoppable

To start, I wanted to nail the name with the above criteria.

The power of words is something I never underestimate and this would be no different.

Great words are like kryptonite: great words weaken resistance to your brand’s potential and super powers.

The solution was staring me in the face—The Human Touch—which transformed into this:

The Youman Touch

It works great as a URL and conveys what she offers in our increasingly impersonal and digital world: a personal and human touch.

And it’s memorable as hell.

Then it was a matter of putting “flesh on the bones” of her new brand name.

A Look That’s Unassuming

I determined it must exude a timeless style and not look overly trendy (that would grow out of style).

That solution incorporated a simplicity and elegance, and in developing it, it was looked at large and small for a sense of scale and beauty:

Leveraging your assets

Part of this involved refining the letterforms so it met with the standard of excellence we wanted the new brand to convey:
Leveraging your assets with typography

Then it was incorporated into window signage (metallic gold amplifies the elegance simply and clearly) and business cards use letterpress to showcase the details and nuances of the logo design and typography:

Leveraging your assets

Leveraging your assets in business cards

And embroidery for shirts was the final (human) touch that tied the bow on this strong new identity.
Leveraging your assets Embroidery
I am always excited when a brand comes together in a unified voice.
I am excited for Carol and she has my highest recommendation.

How are you leveraging your assets for your brand?

Leveraging your assets

Related articles:

How to Tell If Your Brand Needs More Cowbell?
Branding is Like Teenage Sex (a @Slideshare Exclusive), Part II
Rebranding New York’s Finest (Premier Landscaper)
Every 7 Seconds: Knowing Your Customer