From Bland to Bam! Heroic Branding Breeds Supercharged Loyalty

A strong brand establishes authority and builds trust. Your brand tells a unique story that conveys the essence of your company at a single glance, allowing you to emotionally connect with your target market in a way that affects their purchase decisions.

It’s critical to consider branding carefully since it differentiates you from your competitors. Just as importantly, effective branding greatly increases the odds of repeat business, and that is where long-term success begins.

Our Proven Methods of Combat

illustrated sunglasses

Hit ‘em right between the eyes

with a vision that’s so riveting your audience can’t help but look.

heart with an arrow through it

Go straight for the heart

with a message that speaks directly to your audience’s concerns.

hand with finger pointing at the viewer

Command their next move

by directing their engagement — donate, enroll, or buy now.

Components of Successful Branding

The Logo

Logos are symbols or graphic designs that represent a business or brand. A well-designed logo should be simple, easy to remember, and visually appealing.

Nike’s “swoosh” is a great example of successful branding. It’s simple and recognizable, and even visually embodies the sense of motion Nike’s products help people achieve.

One of the reasons an ideal logo is simple in its design is that it needs to be both printable and easily embroidered on any branded apparel the company chooses to distribute. Overly complex logos can be difficult to reproduce accurately.

The Positioning Statement

A positioning statement should clearly communicate what makes the brand different from its competitors, and why that uniqueness is valuable to that specific customer. This is also called the unique selling proposition.

For example, the positioning statement for Volvo is, “For life’s journeys.” This communicates the brand’s commitment to safety and reliability. For families, these are often the most important selling points in a car — more than the speed, high performance, or flashy designs of other car companies.

It’s valuable to establish your positioning statement early on, since it informs the other branding efforts and keeps the messaging focused.

Read more about positioning statements here.

The Tone and Personality

These are the emotions and values that the brand conveys through its messaging and visual identity. This includes the brand’s voice, style, and overall attitude.

Ideally, this is consistent throughout the logos, taglines, and general copy for all advertising and website materials.

For example, the brand tone for Coca-Cola is friendly, optimistic, and uplifting. This is reflected in the brand’s tagline, “Taste the Feeling” and in its marketing campaigns, which often feature happy people sharing Coca-Cola with friends and family.

Because this tone is consistent in all their marketing and commercials, customers draw a clear association between the product and a feeling. That’s helped make Coca-Cola a household name and a staple in their customers’ lives for many years.

The Experience at All Touch Points, Including Customer Service and Post-Purchase

These are important areas to keep consistent as well. A solid brand experience isn’t just what a company is putting out there via marketing, but also how a customer is treated when they’re in the store, on a website, or talking with a service representative on the phone.

If the service aspect of your offering misses the mark and doesn’t create an experience that is in-line with the rest of the brand message, that disconnect will damage rapport and trust.

Your customers will feel like promises were made to them via the branding, and then the experience didn’t live up to that promise. With the number of alternatives available in most industries, once that trust is lost it’s all too easy for that customer to move on and find a connection elsewhere.

What Great Branding Looks Like in Winston-Salem

Cannon Wealth Management is a firm with over 70 years of experience. They had last updated their branding back in the 1980s, and their colors were badly outdated. The branding did not convey the modern professionalism the firm embodied, particularly to attract younger customers.

When their team decided it was time to refresh the branding, they had trouble agreeing on the direction it should take.

This is where Creative Force got involved.

After a comprehensive review, our first move was to create a unifying story about all the services Cannon Wealth Management provides — which they refer to as their six pillars of service.

Ultimately, we helped them revitalize their message with:

  • New logo and a refreshed color palette
  • New tagline (BUILD • DEFEND • PRESERVE)
  • Presentation package, including saddle-stitched brochure
  • Matching print materials: stationery, business cards
  • New leader story
Cannon Wealth Management brochure design
Cannon Wealth Management brochure design

This messaging proved successful in addressing the three primary questions their customers are always asking themselves about their finances:


  1. Have I saved up enough for retirement?
  2. Am I protected?
  3. Will my estate be preserved when I’m gone?
cannon wealth logo design for new branding package

From Our League of Heroes


I have truly enjoyed developing a great working relationship with Creative Force! They have an amazing way of listening and actually hearing what clients are saying, and then use insane talent to create the perfect branding for them. They’re also a wealth of knowledge about marketing, the industry, and what “works” in today’s crazy world.

Kimberly M. Stone
Marketing Director
Cannon Wealth Management

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When my husband and I were starting our company, Creative Force was the catalyst that brought our vision and thoughts together. We cannot say enough about their knowledge and creative abilities. Thank you, Creative Force!!!

—Eleanor Russell Bell
Forsyth Realty

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Very pleased with the work I receive from Creative Force. They always respond quickly, and provide designs that are spot on. Their designs balance current and fresh graphics with a simplicity that results in a long-life brand. Creative Force has a genuine power of making people feel connected to a message. Great work!

—Boyd Bryant
Design Box

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