Design is about functionality, substitution, and most importantly, purpose. Every element of your brand’s design- your logo, web page, brochures, bumper stickers, dress code, mailers- should reinforce who you are, what you do and who you do it for. Many of the companies we have worked with in the past have designed these elements based on exactly the wrong principle: Looking cool.
Today I get to write a blog that I had always dreamed of writing. I have the privilege of announcing that BrightBox is ranked number 230 on the Inc. 500 list of the 500 fastest growing private company in the US. Yeah, I’m pumped! You see, Inc Magazine and I go way back. I first [...]
Siblings are great. A cluster of brothers and sisters working together to achieve similar ends is solid and reliable because family members have one another’s backs. They trust one another and work together to complete a common goal. When your brands are siblings, they have each other's backs, too. The oldest, strongest group is able [...]
At BrightBox, we often treat companies like individuals in that they have personalities, activities and goals. If you are a new entrepreneur, you are in many ways raising a baby. Babies take time to grow and require nurturing to become strong and successful. One of the best ways to give your baby an advantage in building up its personality and helping it become a successful person is to choose a good name. Brands with poor names never get into the consumer’s mind because a bad name is an unnatural fit for a specific category. If you were selling a sprinkler system, you wouldn’t want to call your top line product “the Torch.” Rather, a name should represent the product.