Advertising, Marketing and Branding Blog by Mindstorm Communications.

Welcome to the Mindstorm Communications blog or random thoughts and marketing information!



Have you ever wondered what goes into developing a logo with a marketing or design firm? All agencies do things differently, but at Mindstorm, a little more goes into it than a one-shot production.

In order to come up with a solid starting point, we gain a better understanding of what your brand is through our brand discovery exercise. We divulge into the foundation and core of the brand including highlights such as attributes, benefits, persona, target audience, and position in the marketplace. This allows us to utilize your strengths to meet your goals.

We also conduct a brand spectrum exercise, which defines the tone and personality of the brand. Examples of question we ask during this step:

Is your brand…

  1. Masculine or Feminine?
  2. Fun or Serious?
  3. Accessible or Exclusive?
  4. Premium or Inexpensive?

It is also important to create a competitive landscape to assess the competition. What are they promoting? What color schemes are they pushing? We view going in the same direction as the competition puts our clients at a disadvantage. Our goal is to be unique. We want to showcase our points of difference.

We present the initial logo we have come up with, and based on client feedback, we tweak it. In fact, we may go through many rounds of changes. Some of our logo creatives change drastically since the first design, and others just needed minor adjustments. It’s a fun process, especially when we take a look back on the progression of the transformation!

Check out the development of a logo we recently completed for one of our clients below!



Continue reading
783 Hits

When it comes to branding, what's in a name, anyway?

When it comes to branding, what's in a name, anyway?

As our famous lovestruck protagonist, Juliet, proclaimed, “A rose by any other name would smell as sweet.” While Shakespeare was a brilliant writer, he was no branding expert. Choosing a name to represent your brand is an important process, and one that should be well thought out.

Questions to think about when choosing a brand name:

  • What are your goals to accomplish?
  • What is the significance of your brand name?
  • How does it correlate with the brand?
  • Will the audience understand or relate to it?
  • Can the audience easily pronounce it?
  • What value does this bring to your brand?
  • How can this name be portrayed through marketing?
  • Is it memorable/easy to remember?

Check out these examples of famous brands that changed their names! Do you recognize any of the original names?


1. Cadabra ⇒ Amazon

The original name of “Amazon” was “Cadabra,” due to the magic of ordering books online and then abracadabra! it’s on your doorstep. After it was misheard as “Cadaver,” the entire brand name was changed in order to avoid any potentially morbid confusion by consumers.


2. Facesmash ⇒ Facebook

“Facesmash” was originally created in order to compare the aesthetics of Harvard students. The name was taken by the private “facebook” inventory the school used in order to identify students. When Harvard killed the “Facesmash” initiative, “” was born shortly after, ultimately shortening it to simply “Facebook.”


3. BackRub ⇒ Google

“BackRub” was replaced by “Google,” which the creators felt more closely aligned with their mission of bringing an infinite (or close to it) amount of information to users.


4. Sound of Music ⇒ Best Buy

After a natural disaster left “Sound of Music’s” most profitable store damaged, they held a “best buy” promotion to get rid of merchandise, which resulted in extremely high sales. The company decided to change its entire name, hoping to entice “best buy” thinking at all of their stores.


5. Brad’s Drin k⇒ Pepsi-Cola

Unfortunate circumstances lead Caleb Bradham back home to open a drug store in North Carolina. During this time, he created a drink and named it after himself, “Brad’s Cola.” This drink became so popular that he decided to rebrand in order to help consumers understand that this “healthy soda” helped with digestion, much like the drug pepsin and thus, “Pepsi-Cola” was born.


6. Tokyo Tsushin Kogyo ⇒ Sony

Due to difficulties for global consumers to pronounce, “Tokyo Tsushin Kogyo” was renamed simply as “Sony.”


7. Jerry’s Guide to the World Wide Web ⇒ Yahoo

Named after one of the creators, “Jerry’s Guide” would be soon changed to “Yet Another Hierarchical Officious Oracle” or as we know it, “Yahoo.”


8. Research in Motion ⇒ Blackberry

In a hopeful attempt to save a dying brand, “Research in Motion” changed their name to “Blackberry.” Unfortunately, the effort was in vain and the brand could not be saved. 


9. AuctionWeb ⇒ eBay

Again, another case of mistaken identity. “eBay” was the name the media gave to “AuctionWeb” and to stick with brand awareness and consistency, the company decided to make the switch official. 


Needless to say, it’s been bit of a tough year for the Belgian chocolate company, Isis, who has since changed their name to Libeert, which was probably for the best. 


Source: CNBC 2015


Continue reading
869 Hits

When you define your brand, you define your success.

When you define your brand, you define your success.

We absolutely love our clients. They are kind, motivated people who we enjoy working and interacting with, which in turn, inspires us to help turn their branding and marketing efforts into successful ventures. 

In fact, we learn just as much from them as we hope they do from us.

For example, have you ever been part of a meeting when a fellow co-worker has tried explaining your brand, but you felt he or she was way off of the mark? Have you ever experienced that moment when you realize some of the staff in your company does not perceive your band the same way you do?

We have.

When the ambassadors (staff) representing the brand do not consistently understand the brand persona, position, attributes, core, etc., this may reflect in a miscommunication with consumers. Have you ever asked past, present, or potential clients how they interpret your brand? Do they understand it the way it is was intentioned?

During the brand discovery phase with one of our recent clients, they debated on how to pronounce their own brand name. Mind you, this company is well known and established globally.

We witness these types of conversations quite often with our own clients when initiating our branding process. It’s actually quite rewarding to go into a company, have the staff realize they actually are not all on the same page when it comes to understanding and promoting their brand, and then work with them until we are all able to not only understand the brand in the same way, but also communicate it to others as such!

We have put together some samples of how we use our Mindstorm branding process to help our brands become more cohesive and definitive:

How do you define your brand?

When a consumer (potential or not) thinks of your brand, what do you want their initial reaction to be? While you will need to get a solid understanding of who you want to be before you begin the branding process, the other questions asked will help to finalize it when we come back around to it at the end.

We believe to build a strong brand, one needs: 

  •  to provide superior delivery or services for the brand
  •  to understand the brand meaning
  •  a range of complementary elements that support marketing efforts
  •  to communicate with a consistent voice
  • to establish and own a brand personality 
  • to develop strategic pricing based on consumer insights
  • to design and implement a brand concept
  • to establish a brand awareness strategic plan
  • a brand ambassador

Define your future.

Where do you fit into the marketplace? Who are your consumers? Competition? Budget? Online? 

Define your brand foundation.

When building a brand, it is our belief that the brand must start with a solid foundation, a basis that has strong core values and extreme focus. This foundation is crucial in a variety of ways, and especially critical when entering new consumer channels. 

Define your brand attributes.

What are the core values of your business you want your consumers to experience the most? Do you focus on customer service, like Chick-fil-A and Nordstrom, fast service like Jimmy Johns or FedEx, or possibly modern innovation like Apple or Tesla.

Define your brand benefits.

How will the consumer benefit from working with your brand? Even though it may seem obvious to you, it may not be for the consumer. Lay it out and repeat throughout.

Define your brand persona.

What is your personality? Masculine? Feminine? Professional? Quirky? Which traits do you want your tone to reflect? Whatever you decide, it is crucial to maintain consistency throughout all mediums, which means every team member must be on the same page when it comes to understanding your brand persona! 

Define your brand position.

This solidifies your brand identity in terms of personality, messaging, look, and feel. We suggest creating a various mood boards (this can even be done on Pinterest), to see what you are drawn to as representation of your brand. Dark colors? Cute? Bold? Laid-Back?


So, let me ask you again. How do you define your success?   


For more information on how we can help you define your success, visit

About Mindstorm Communications Group:

Mindstorm is a full-service creative marketing, branding, and design agency located in Charlotte, NC.

Continue reading
778 Hits

Brand Experience

our branding, marketing and creative service experience