Brand Development: The Big, the Small, and the Deep Picture

May 29, 2014

Branding is essential to successful business. Given the fractured nature of information and its various channels, it is important now more than ever to have a clear, strong brand reflecting your company, products, and/or services.

Of course, this is easier said than done. Cue BMG Media, and other rock-star, award-winning agencies.

We really value process. When it comes to branding, there are 3 lenses we use to evaluate, and then co-create with you company. The first two, big/small picture, are well known. We take it a step further, and go into what we casually refer to as the “deep picture.”

Why? Great question.

A logo can be pretty, words can be snappy, and design can be a true work of art. However, none of this actually matters if the brand is not authentic, vetted, and strong. And we aren’t talking about “mattering” in a superficial sense. You will literally come up short on page visits, CTR, and ultimately profit if you digital presence is unclear.

Therefore, we like to start by asking the tough questions: who are you? What are you doing here? And, why?

These are classic questions for a reason; they are not easily answered. Moreover, these answers usually change over time to varying degrees. By digging deep in the development stage, we discover the truth of your company. This truth provides the most solid, substantive foundation to build the rest of your brand on, resulting in much higher, and more sustainable success rates in all other business efforts.

From here, we brainstorm actual design ideas, test them, and work with you to create the best branding and design for your company. In other words, once we are clear on the deeper picture, we can then zoom in and out from concept to details, and vice versa. Many people forget the deep picture, the branding development, and jump straight to design without a thorough analysis of a company’s mission, vision, and core.

At BMG, we understand the importance of the entire process. If you feel your company is in need of a branding revamp, give us a call or send us a message, and we would be happy to speak with you.

Chris A.


Chris is a high energy graduate of the University of Michigan Ross School of Business. His passion for brand development and management has led him to the digital marketing space. Combining innovative thinking with business acumen, he has experience on the front lines as an account manager, social media lead, writing copy for marketing material and brand promotion. In his personal time, he is an avid barefoot runner, globetrotter, and self-proclaimed yogi.