Branding
Throughout my career, I have been involved in developing branding strategies for diverse
products and services (e.g., Aim Toothpaste—Lever, Country Cuts—General Mills, VISA—BankAmericard). Most recently, I did all the brand development—creating strategy, brand name, and logo—for two companies I founded, Dakim BrainFitness—digital health & wellness, and ccWrangler—financial services app.
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Experience has taught me that branding a product or service involves a lot more than creating a brand name and logo—even more than a positioning strategy!
Why? Because your brand doesn't live in your head, on a shelf, on a webpage, or in your logo—it lives in the hearts and minds of your prospects and customers. It's how they think and feel about it, based on their interactions with your brand, and how you present it.
Dakim BrainFitness markets a clinically proven brain-training program, targeted to older adults, senior living providers, and their residents.
Dakim is positioned as the clinically proven brain training program that helps users improve cognitive function and keep their minds sharp. Dakim's brand image is science-based (clinically proven therapeutic effectiveness). Its brand character is friendly, caring, and helpful.
I created the brand and designed the logo, created all the advertising—and invented the product.
Examples of how Dakim's positioning, brand image, and brand character are projected in its display advertising.
Nurologic Technology is the brand name of Dakim BrainFitness' secret sauce—the patented complex algorithm that makes work unlike (and better) than any other brain-training program.
The the brand name and brand image for this important aspect of Dakim BrainFitness emphasizes sophisticated brain science and hi-technology.
I created the brand and the logo design.
When Dakim BrainFitness was first introduced, customers had to purchase a proprietary touchscreen computer kiosk. I created the brand name to emotionally convey the benefit of Dakim (empower the user to keep their mind sharp), and designed the logo.
ccWrangler is a financial service app, launching in late 2024. Targeted to successful, professional adults, ccWrangler helps them manage their credit card spending. The primary consumer benefit is tracking all recurring credit card charges, alerting users when one is about to occur, and making it easy to cancel ones they don't want.
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​ccWrangler is positioned as the best way for busy, successful professionals to save money by controlling their credit card spending—focusing on managing subscriptions that make recurring charges. It's brand image is effective, proactive, and no-nonsense. Its brand character is smart, professional, friendly, and got-your-back.
I created the brand, designed the logo, and created the advertising.
Examples of how ccWrangler's positioning, brand image, and brand character are projected in its social media and display advertising.
