Importance of Branding
Mar 4th, 2008 by Kevin
Now more than ever before branding is an important part of any business. At a basic level it is a name, design or symbol but it is much more than that. It is a persona of what you are as a company, and how you present yourself to your market and your customers. It isn’t something you can buy, it is something that you grow and nurture. Coastal Dreams Worldwide is continually working on our our brand and part of this, was the recent creation of a new logo! Special thanks go out to our great friend Chris M, who helped us draft some concepts on napkins early one morning over coffee. Second - a very special thanks to my friend and colleague Mel for taking the logo from concept to reality. She has an amazing creative gift.
Where did the concept come from? Although surfing does have play a part in many dreams about being along the coast, we feel there are many other aspects to this image that convey a strong message about what Coastal Dreams Worldwide is about. No, its not about a carefree beach lifestyle. Its more about finding your offshore investment edge, creating deep relationships over a common passion, seeking out new challenges, taking on new risks, and celebrating diversity of client needs, and different investment options available.
Interestingly the design for the logo, and its underlying meaning were originally conceptualized a few months back, however it was a recent article written by John Hagel that helped me better align some of the ideas around the imagery. Good timing on the article John! More to come in future posts about these underlying topics and how they apply to our business. In the meantime, let us know how you like the new logo!
