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Cool, wet — it hasn’t been a typical a New York summer. Since it’s not too hot to think, this issue of Communiqué focuses on something that merits thought: branding. Our first article focuses on “branding” an under-appreciated neighborhood. The feature article comes from branding guru Anna Lieber. We hope it gives you some brand-new thoughts for your business.
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 When Aaron Design, Inc. was asked to create a corporate identity for LoHo Realty, the project was really about branding the realtor’s home turf, an area that has been terra incognita to people shopping for co-op apartments. While the Lower East Side conjures images of hundred-year-old tenements, there are 4,500 modern co-op apartments along Grand Street, built in the 1950s and ’60s.
In order to attract a new generation of co-op buyers, we needed to change perceptions of the neighborhood. We started out by capturing its flavor in a photomontage, showing everything from Guss’ Pickles to street murals to a café owned by rock icon Moby. This montage provided inspiration for the logo design — a juxtaposition of images merging the historic past with the hip present — and will be seen on upcoming billboard and postcard advertising.
LoHo Realty also needed an upgrade on the ground. To pique the interest of passersby, we covered the company’s storefront window with a see-through, large-format black-and-white photograph of the Lower East Side, c. 1923, complete with pushcarts. On it is superimposed LoHo’s bold new logo, symbolizing the re-emerging neighborhood. To reinforce the historical motif, we've hung apartment listings from a clothesline.
Initially, Jacob Goldman, president of LoHo Realty, was apprehensive about redoing his logo and corporate identity. “Stephanie overcame my reluctance and came up with fantastic ideas. There was great give-and-take,” he says. "She re-did the message and look on everything: the storefront, website, stationery and the advertisements, including my New York Times advertising campaign. Everyone — buyers, sellers and storefront neighbors — loves the hip new image, so appropriate to the ever-happening LoHo/Lower East Side.” Goldman, who knows a good thing when he sees one, adds: “LoHo Realty will be working with Aaron Design for a long time.”
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 Purple Cow Aaron Design, Inc. can make you into a Purple Cow! Our firm has been included in Seth Godin’s In the Bull Market, a compendium of companies that can “help you see possibilities where none existed ... shake things up ... and turn your organization into something remarkable” — like a Purple Cow. Get it?
We’re certifiable! After an arduous process, Aaron Design, Inc. was recently certified as a Women-Owned Business by the Women Presidents’ Education Organization. This means that corporations looking to hire women-owned businesses may work with us.
What I did on my Summer Vacation Aaron Design President Stephanie Aaron spent her summer vacation painting landscapes in the Italian Alps. “After using computers for so many years, it was wonderful to get back to using my hands to create,” she says. “Eight hours a day making art and discussing it. What a creative boost!”
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What is a Brand?
A Brand is a Promise to the Community
A day-care center promises to care for children as if they are their own. A CPA promises clients financial expertise, honesty and integrity. What is your brand promise?
A Brand is a Blend of Attributes Creating a Personality
The day-care center’s brand personality reflects its service: lively, colorful and fun. The CPA’s brand materials project reliability, trust and stability. Does your brand personality look and feel authentic?
A Brand is Every Point of Contact
Each time someone touches your brand, it makes an impression. So each point of contact – a promotion, a pitch, a voice message, a website, trying your product or service — is a genuine opportunity. Are you making the most of each brand touch point?
A Brand is an Emotional Bond
Emotional attachment fosters loyalty. Every connection must contribute a positive feeling to the relationship. Is your brand gaining loyalty and market share?
A Brand is a Process Developed Over Time
Your brand should project a unified, compelling message throughout all channels. It’s built over time through research, self-analysis and focused development. The CEO is the brand leader and may get help from the marketing and brand directors. Are you leading your brand?
A Brand is Your Most Valuable Asset
If Coca Cola suddenly lost all its factories, production plants and materials, it could rebuild. But if it were to lose its collective brand memory with consumers, the company would go under. Need we say more?
What Makes A Good Brand?
A Good Brand:
Stands for one thing and one thing only. Focus is everything.
Knows its audience. Who are you selling to? What do they want?
Communicates a consistent message. Repetition is everything.
Never copies the competition. Innovate. Lead by being different.
Uses show-and-tell rather than sell. Demonstrate, give samples, but don’t bore us.
© Lieber Brewster, Inc. 2004
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Striking brand identities