BrandingBusiness was founded on the bedrock of more than 20 years' experience in building breakthrough BtoB brands as RiechesBaird, a leading BtoB brand consulting specialist, and a deep conviction that companies today need a different approach and a new dialogue about brands rooted in the language of business and strategy.
The Internet has shrunk the world. Digital technology is reshaping industries and leveling the field of innovation. Product leadership is short-lived. Companies and organizations are searching for new ways to differentiate themselves and deliver value to drive growth.
BrandingBusiness is a brand consulting company exclusively dedicated to helping BtoB companies achieve breakthrough success through rigorous, evidence-based thinking and courageous ideas. The company deploys advanced brand research tools and techniques to measure, benchmark, position and build dynamic brands that connect to an ecosystem of decision-makers, partners and influencers with the fresh relevance and transformational experiences they seek.
Founding Partner, Strategy
Irvine, Calif. 92618
42 West 39th Street, 6th Floor
New York, N.Y. 10018
BrandingBusiness helps organizations by unlocking, clarifying and leveraging the inspirational power of their brands.
AT A GLANCE
BrandingBusiness is about excellence--blending rigorous analytical thinking with world-class design to develop exceptional brands that measurably enhance business performance.
BRAND STRATEGY is the foundation and the
superstructure of all that BrandingBusiness does. It permeates visual expression and language, and can shape business decisions.
BRAND DEVELOPMENT makes strategy visible through design, audible through language, tangible in branded artifacts and consistent through standards for disciplined application.
BRAND ENGAGEMENT is getting people connected with your brand. Through immersive experiences, employees personify the brand, educate and evangelize.
Children's National Medical Center has served children in the Washington, D.C., metro area for more than 135 years. Under new leadership, the organization had recently experienced a period of rapid expansion and diversification along with unprecedented changes in healthcare, aggressive competition and consolidation among hospitals and care providers.
The organization required a well-articulated brand strategy that prepared it for success through differentiated positioning, clear brand architecture, revitalized visual and verbal identity, and a well-informed internal rollout and external marketing strategy.
BrandingBusiness orchestrated a strategic brand assessment process that included qualitative and quantitative research. Research confirmed that Children's National could own a territory not claimed by its primary competitors. Focused exclusively on the care of children, its unique combination of expertise, experience and advocacy were confirmed to be the primary brand attributes.
To bring the brand to life visually, BrandingBusiness created an evolved corporate identity and applied it to a comprehensive nomenclature and architecture system. The brand was introduced in fall 2013. In the first three months after the relaunch, Children's National saw an increase of 50% in donations, 18% in call volume and an 8% increase in national share of voice.
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