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Here at Crux, we don’t like to call re-branding re-branding. Instead, we prefer to call it a brand strengthening. We help companies improve and enhance their brands. It is our job to point out what is working and what isn’t doing so well for your brand and provide solutions as to how to fix the issue(s).

It’s pretty obvious what it takes to develop a solid brand. A website, some marketing collateral and a few ads all with the same logo and you’re good to go… right?

Wrong. Although having each of these with your logo placed somewhere is important, branding does require a significant amount more of attention. Here are just a few tips to consider when attempting to strengthen your brand.

Some of the fairly obvious:

• The placement of your company’s logo on all printed marketing collateral should stay the same unless content or layout really disallows it.
• Consistency of colors, fonts, sizes and taglines across all mediums including website, ads and internal/external marketing communications.
• All copy should convey the same message through a consistent tone.

Some of the less obvious:

• Social media profiles with up to date logos, images of your office and posts that convey similar messages to your website and marketing pieces.
• Business cards
• Company shirts
• Giveaways including pens, USBs and notepads

Probably the least obvious:

Corporate environments. Not many think of branding their offices to keep a consistent brand. There may be a front desk with a logo and a front door with a logo, but what about beyond that? Painted walls? Even past that. I’m talking about history walls, quotes, banners, carpeting, light fixtures and anything else you can get your hands on.

Walkthrough our office and you’ll see green walls, gray carpeting and cubicles, large banners and lime green light fixtures among other things.

Corporate environments are one of the biggest but least obvious ways to brand your company but it is a way we encourage company’s that request our services to strengthen their brand.

No matter what forms of marketing your company currently uses or plans to use in the future make sure that consistency is the number one factor. Consistency will create memorization and recognition for your brand and when potential clients are thinking of companies they need for a project, who will they go to?

The brands they remember and recognize.


Crux Creative is a woman-owned and certified, passionate, experience-driven, “let’s-go-for-it” kind of agency headquartered in Lake Geneva. Companies reach out to Crux when they need a multidisciplinary approach to producing design and marketing solutions and are eager for design work that is bold and effective.

Michele Allen

With over 30 years of design and marketing experience, I founded Crux in 2005, a 360° Creative and Marketing Agency, catering to Fortune 500 companies, small businesses, and non-profits. Specializing in experiential spaces, museums, brand development, and digital marketing, I excel in crafting memorable experiences while emphasizing the significance of authentic brand communication. I offer expertise in Brand Development, Trade Show Exhibits, Museums, Corporate Spaces, Interactives & VR/AR, and Digital Marketing, committed to tailored support and guidance.