To some, branding appears to be a magical world of fantastic psychological tricks that hypnotize and ensnare the average consumer while he or she rests on the couch, dumbly clicking the remote, or staring out the window at billboards on a weekend road trip.

BrightBox’s philosophy has positioned us differently: We know that branding is about practical business strategy and understanding of sales-based results. While branding is difficult to quantify, the value of our services has been outstanding. BrightBox’s returns have grown at as fast a rate as those of any branding firm in the country, and we can take those results to potential clients and markets and use them as the proof in our pudding.

Consider these five reasons why branding is a practical (rather than magical) approach to business.


Some of the world’s greatest business professionals now approve of the concept of branding and stress it in their business practice. Daymond John, most famously known as the owner of Fubu, has developed his personal brand through a series of dynamic business strategies including books, television and a dynamite flash-based web site.

Branding existed before Daymond John, and his success bridges the gap between old school and new school marketing ideas.

Branding was around before, and it’s here to stay.


People are emotional creatures. We communicate with emotion, speak with emotion… even THINK with emotion, sometimes. A brand is an emotional connection between you and your clients. If the modern marketplace is one of the most advanced human relationships, then you will want to build that emotional connection.

Through a series of sensory-based audio-visual measures, you will be able to build up your company in a way that establishes impressive customer loyalty. Without that emotional connection, you lose out on customers to anyone who can get to them first.

It’s that simple.


Many organizations refuse to invest in brand-building because branding and public relations work appears to have little measurable impact. The real issue is that you cannot attach a pure monetary value to the branding and public relations work themselves. However, the measure of these efforts and tactics still allow for an alternative kind of measurement. When an article is posted in a Facebook link and is read hundreds of times and gather little social media indicators (likes and retweets), you gain advertising and word of mouth. Studies have shown the powerful impact of word of mouth advertising.

Your business will also more than likely experience a boost in the hard numbers (sales, revenues, profits) after redoing its style to better match the concept it seeks to encompass.

We’ve seen it enough times to know.


The marketplace of ideas is a veritable Red Sea of ideas, complete with tweets, likes, phone calls, television stations of all kinds, newspapers, podcasts, public speeches, text messages, blogs, radio show and a slew of daily released methods of communication. We’re drowning in it.

Some of the stuff that is said out there is about you. If you don’t make an effort to make those messages positive and supportive of your cause, you’re letting the environment paint you. The business graveyard is filled with bodies of organizations that sat on their hands and let external forces brand them. Even companies that have survived branding and public relations nightmares- crises and crippling, long-term issues-have learned better and had to hire communication professionals to survive.


Selling your product takes marketing, and marketing is silly without a brand behind it. Your company has to have its own personality and stand out to survive. Without a brand, you have no imprint on the public. In a territory full of companies just like you, there’s very little room to maneuver. When you lose that flexibility, you can’t stand out.

And if you don’t stand out, you won’t survive.