Branding is not just a name, a logo or a typeface. A brand is the emotional connection a company has with their stakeholders. It is the feeling people have when they think about a company or product.

The KISS Principle: The term KISS is an acronym for the phrase “keep it simple, stupid” often used by designers. Simplicity denotes beauty, purity or clarity. Simple things are easier to explain and understand than complicated ones. Simplicity achieves the maximum effect in visual communication.

"Simplicity is the ultimate sophistication." - Leonardo da Vinci

Unless your brand is connected to rainbows, keep your color palette moderately minimal. It makes navigation easier on the eyes.

Think outside of your box - being objective when addressing your target market is key, something that may appeal to you might not attract your audience and vice versa. Consider your demographic and strategize accordingly.

Don’t confuse simplicity with ordinary or plain. It is actually a sign of elegance and sophistication. A busy website or brochure can be a headache. Keeping things clean and orderly will not only attract but raise interest and increase retention.

Brave new world—blogs, mobile technology, webcasting—while they might be new to you, these rapidly emerging mediums provide great marketing opportunities. Don’t be afraid of these new technologies, embrace them, understand them, and discover how they can work for you!

Coherence is a commitment to brand standards. Every point of contact is considered a brand experience. The brand must contain the same core design components (e.g. color scheme, font style), in every communication to generate recognition and familiarity.

Brand Consistency: Consistency is essential in executing and maintaining a powerful brand identity. Cohesive communication across all medium (print collateral, advertising, web and multimedia) elicits brand recognition and acceptance. Utilize a defined standard in the use of brand, color palette, marketing voice and beyond.

Market to Your Market: Consider your target audience in each marketing endeavor: who they are, where they are, what they want and their user habits. Keep in mind that understanding breeds acceptance; as markets change so must your approach. If you're not making an impact on your market, you're not making an impact at all.

Online Marketing: Webmail is an effective, interactive communication tool that allows you to send high-end direct email campaigns to current and prospective clients. Key values: reach your target market, track and measure results, and disseminate up-to-date information.