The Legacy Of A Brand

Legacy Of A Brand

Written by Alex Valderrama, Founder and Principal of Cranium Agency

Historically, many companies fail within the first couple of years. The reasons are varied due to many factors such as lack of funding, poor management, inadequate resources, incompetence, etc. The legacy of a brand is unique to each company. Sometimes a brand will outlive its founders, its employees, and even its customers. The brand that sees a better success typically has a strong brand core essence which gives the brand life and a purpose for being.

“A strong brand core essence gives the brand life and a purpose for being.”

Like most brand professionals, I have seen many brands come and go. I offer a unique perspective as a brand expert with over 25 years of building and helping brands survive various business and marketing issues. My firm, Cranium Agency, has worked hard to build brands to improve the essence of being for many Fortune 500 companies as well as locally owned shops too.

So, what about the legacy of brands? I’ll elaborate. When professionals like myself engage in brand building, we understand the importance of “the brand”, its meaning to its founders and anyone else in charge of developing or maintaining the brand. Although customers are not directly involved in making decisions about the direction of the brand, they play a very vital role of being brand consumers. Without the customer, the brand dies, and the legacy comes to a close.

Think about it. Most large and successful brands such as Coca-Cola, Nike, and Apple have developed a strong core brand essence that is clear and gives the brand a purpose. The founders typically had a lot at stake in developing its core essence, values, mission, and vision. Many brands solve bigger problems which, in turn, provides consumer confidence and loyalty.

As professionals, we must continue to consider the legacy of the brand as a major point of consideration when we get involved in brand building initiatives such as re-positioning and revitalization. Every single one of us plays a significant role in sustaining the legacy of a brand and ensuring we are guiding the brand to longevity.

So, whether you play a major role or a small role in a new brand initiative, take into consideration the history of the brand, its partners, its customers and look to evolve the brand in the direction of future success. We all play a significant role in shaping the future of a brand’s legacy.

About Alex Valderrama

Alex Valderrama
Alex Valderrama is one of the nation’s top Brand Strategists, Award-winning Designer, Author, and the Principal at Cranium. Through his unique experience working with several hundred clients, he has helped many brands lead in their industry with Business Growth, Brand Strategy and Customer Experience Design. Alex has worked with some of Nation’s most well-known brands such as Truven Health Analytics, Principal Financial, Citi Community Capital, Massey Ferguson, Microsoft, Wells Fargo, Gates Rubber, National CineMedia, and Fathom Events. In addition, he has also worked with small businesses such as Basil Doc’s Pizza, Spavia, Santa Claran Hotel, and Aldo Leopardi just to name a few. Alex gained his BFA at the International Academy of Design with emphasis in Visual Communications. He also achieved the honor of Summa cum laude. Alex has taught advanced branding and marketing courses at Arapahoe Community College and Metropolitan State University in Denver, Colorado. In the past, he has been the curriculum advisor to several universities as well as a mentor to both students and interns. Alex has served as a judge for several national branding and marketing competitions. He lectures regularly on branding and marketing throughout the design community and the business sector. Alex has also served as a marketing board member and independent branding advisor for several community development projects, non-profit organizations, business groups and marketing associations. Additionally, Alex has held several board positions with the local American Institute of Graphic Arts (AIGA) and Business Marketing Association (BMA) Chapters. Alex frequently writes about branding and his agency has received over 80 national and international awards from esteemed industry competitions such as Print Magazine, Graphics and American Corporate Identity. His work has also appeared in over 20 international publications such as: The Big Book of Logos 3; The Best of Business Card Design 5; Blue is Hot, Red is Cool; Direct Response Graphics Book; Rockport’s Letterhead; Logo Design 6 Source Book; and, Best of Brochure Design 5 just to name a few.

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