A memorable brand builds emotional bonds that weather down markets and will justify a higher price. Branding principles can be rich in jargon and speculation, but consumer buying habits are generally pretty simple: People buy what makes them happy. They buy products and services that they trust. People trust what they can see...and they're smart enough to know when you're full of “it";.

Greenbaum Marketing’ creativity lies in watching trends and finding brand strategies that parallel your business plan. This foundation acts as the launching board for great design and innovation as we rack our creative brains to develop new brands for our clients. Building a strong brand takes commitment. You'll find that once your brand is in place, it takes on a life of its own. This phenomena occurs as your clients and employees interact (and interpret) your brand. This is important. It is your brand's culture.

Every favorite brand that comes to your mind is likely there because of an emotional connection you have with it. The first thing you likely think of isn't the product specifications, it is how you feel about the brand and how it enhances your life. Your emotional connection with the brand, whether a connection exists or not, and whether that connection is a positive one or a negative one, affects your purchase decisions. Whether you will buy one brand versus another. How much you will pay for one brand versus another. Branding clearly affects profits. But how exactly does it do this? Brand identity affects your profitability in three key ways.

Differentiation
A strong brand identity can provide a clear and defined reason for a customer to do business with you. Differentiation means that your brand can appeal to your prospects' specific needs and wants and will be recognized and remembered when it's time to make a purchase decision.

Perception
A strong brand identity affects perceptions. The perception a consumer has of your company and the quality of your product will determine whether or not they will buy from you, and how much they are willing to pay. Moreover, companies with strong brand recognition are more valuable than non-branded companies to investors, partners and top-talent job-seekers.

Loyalty
A strong brand identity generates a recurring stream of profit via repeat and referral sales, significantly reducing cost-of-sales.


Greenbaum Marketing Communications helps organizations increase awareness and profits by managing their brand identities. We are at our best working with visionary individuals and ambitious companies that understand that effective branding is critical to their success. Our brand strategies are always at "top of mind" as we work with clients to develop print collateral, online communications and packaging - that aid businesses in developing better leads, introducing new products, breaking into new markets and improving market perceptions.