BrightBox clients are usually very good at the textbook concept of business but miss out on the important psychological factors related to enhancing the reputation of the product. Because of the usefulness and value of their products, these clients tend to overlook the fact that they have to get others to see what they’re seeing.

BrightBox knows that you can’t market without a brand, and understands that branding is applying your name to everything.


Branding is psychology applied to business.

As important as reading a balance sheet, raising revenues and performing a few algorithms may be to your business- and that sort of thing is more important in some fields than others- business requires branding because understanding your objectives and achieving them socially, emotionally and psychologically is the only way to create a powerful, adaptable, results-driven organization.

Anything connecting people and emanating a positive and powerful aura in the name of building your business into a powerful, well-known, flexible, adaptable, intelligent, robust, money-making endeavor is branding.


Your brand has the power to single-handedly save or destroy any quest related to your business, be it a specific sales pitch, the usefulness of your website or even the actual quality of your service. A positive enough image and reputation will wipe away many problems that cripple the modern business, including nagging public relations issues and crises.

When Johnson and Johnson was recently found to have accidentally mixed up different flavors of Tylenol in the drug’s production phase, the company was given the benefit of the doubt. The major media didn’t play the story too much, and Johnson and Johnson’s stock barely dipped before roaring back for a clean gain during a time period when the stock market was choppily underperforming. Why?

Johnson and Johnson is known for its history of swift crisis response because of the famous Tylenol murders of 1982, when seven Chicago area consumers died from the drug. Because of the company’s swift response- The Washington Post actually wrote, “Johnson & Johnson has effectively demonstrated how a major business ought to handle a disaster”- Johnson and Johnson took on a reputation as not only powerful in the financial department and good at business but also excellent at handling public relations issues.


Modern companies often fail to control their public images or invest in brand support, thus making life incredibly difficult when problems arise. As perhaps the most recent major corporate example in the American mind, BP’s renewed image problem was a PR nightmare last year just as much as a result of its ongoing failure to stop the Gulf Oil Spill as it was an extension of past failure to keep its wells clean. We also see the brand aura issue expanded to personal brands. More politicians, athletes and TV and radio personalities have been repeatedly punished for a series of ongoing incidents than those that have only been involved in isolated events


At this point, you probably can guess which category you’re in. Either you have a brand or you don’t. If you don’t have one, get one. If you have one, keep, grow, strengthen and maintain it, because you’ll always need it.