Branding



The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.
(Businessdictionary)

Client situation:

This client was in the early stages of looking at marketing beyond participation in trade shows and word of mouth. They wanted to get an idea of what changing their branding might look like.

Challenge:

In this case, scope creep snuck in and most of the work focused on updating and improving their infrastructure. I migrated to a new website host due to speed as well as email send and recipt issues. 

Process:

Since the client was using a standard CMS, some of the issues I dealt with were incidents caused by "too many cooks". In one instance, I found four modules- plus custom code for form management, so some fixes were simply addition by subtraction.

Results:

Updated CMS engine, organized website back end, reduced the number of redundant modules affecting performance, and selected a more modern, responsive template.

In addition, I created some product videos and designed some sample variations for their marketing materials.