How the storytelling craze is killing brands.

The past few years, “content is king” has been replaced with “it’s all about storytelling.” The concept is strong, but we seem to be missing one very important detail: it’s not a story about you.

Your brand is not your…

How Brand Promise Killed the Mission Statement

Brand Promise is at the heart of every project we take on at Backroom. Even demand and lead gen ones.

Why:

1. It is the single most effective tool in creating loyalty on an emotional level

5 Branding Process Myths

Setting and managing expectations is the lifeblood of our agency. With each project comes new questions and…

The War Between Craft vs. Crap

An ad keeps popping up in my feed telling me to “get the perfect logo for $5!”

My first thought: WTF?

My second: Wow, people are actually buying into this.

The Key to Getting Leadership Buy-In

You know your company needs it. The brand refresh. The market validation. The internal…

Keys to Building a Disruptive Brand

Your brand is more than a logo or tagline. It is a culmination of the multiple emotional experiences an individual has with your organization. It is the constant that sits at the core of what you do, and serves as a framework that guides all communication and…

The Importance of Collaboration + Iterative Design in Branding

The old agency mentality to branding looks something like this:

“Let’s have a kickoff meeting, and in 2 months we’ll present you with some options for logos and taglines … don’t worry, you’ll get…

Marketing to the C-Suite

The C-level is the ultimate decision maker who views decisions through lens of overall efficiencies, growth and balancing needs across organization. With this audience, decisions are complex and occur in networks — meaning that a management-level staff member is typically the one…

Does Branding Really Matter?

Great branding does more than create awareness of your product and the problems you solve. Great branding creates sustainable, organic equity around your business, where people know what experience they’ll have just by hearing your name or seeing your logo. Buying your brand…