• Branding helps you find your unique voice, express it, and have it heard.
  • Digital Branding: Helps Consumers Make Decisions. See, the label's blank. METAPHOR
  • Branding creates the experience. Fake Chanel? *puke* Real? $10,000.
  • More metaphors~ See? She's worried she can't choose the right thing because everything's all generic and unbranded.

What is online branding?











Social Media


Branding Is All These Things (And a Lot More)
It's impossible to narrow down, incredibly hard to define, but crucially important to company success.

There's almost no business, product, or industry on a local, national or international level that couldn't use stronger branded visibility.

Artisan Crew

Online Branding

Why You ABSOLUTELY NEED Branding: Protecting Your Brand

Pop Quiz: What Country Is Pictured Here?

The answer, of course, is China. A wonderful country of natural beauty, bustling cities, and cheap manufacturing. How China affects your business is simple. It's a country that can have a cheap version of just about any product out there mocked up, manufactured, and exported to the US within about 2 or 3 months of the original (THAT'S YOU) becoming a hit in the U.S. So what's to keep people buying your awesome product once the cheap knockoff hits the shores at 1/4 the price?

So say your company launches a product (instead of launching a brand). You've manufactured or sourced an amazing item, you've spent money and time busting your chestnuts to get eyes on it, and a few places started carrying you.

Say what? Here's the scenario; Good news, you sold out! Bad news, it'll be about a month or two before you can get your next batch. Even worse news, the manufacturers in China saw your product getting lift, and they're flooding the market with a similar item that costs about ¼ of what yours does.

Question 2: Which of These is the Knockoff?

They look the same, allegedly perform the same, and one is $200 less than the other. One is your product, and one is the knock-off flooding the market. It's fairly obvious which is the knockoff, but the bigger question:

The answer is branding (as you may have guessed). If you're branded and have worked on specific brand loyalty, you can put out info about when your item will be back in stock and engage the people wanting exactly what you're selling, and create a waiting list.

  • Display: Very Good
  • Processor: Friggin Awesome
  • RAM: Unbelievable!
  • Battery Life: Longer than yours
  • Weight: Feather
  • Display: Pretty Good
  • Processor: Still Really Fast
  • RAM: Better Than Average!
  • Battery Life: Longer Than You'd Need
  • Weight: Wet Feather

Our point is: Branding Protects You.

And if you're not branded?

People all buy the cheap Chinese knock-off and either 1) it breaks and destroys the product image because people don't differentiate between your quality item and their crap version or 2) their cheap version's good enough and nobody wants your more expensive product even if it's safer, a little cuter, and better made.

See Some Artisan Crew Branding Case Studies Here

You've made an amazing product; let's make sure people know about it.

Artisan Crew

Brand Strategy & Brand Positioning

Why Branding is So Important: Brand Awareness

Creating Awareness of Your Brand or Product is Crucial, and it's one of the Main Functions of Branding

Effective Branding Example: Bottled Water

Even if you don't drink it regularly, most people have some opinion of different brands. Why? The product is essentially the same across the board (2 Hydrogens for each Oxygen, eliminate the rest of the gunk, put in a bottle). Why do you prefer Aquafina over Fiji or Arrowhead or Smart Water? What makes one better than the other, and why do you feel that you know the answer? That's effective branding. They've effectively differentiated themselves from their competitors and convinced you to buy their product over the other 15 options you have. The truly amazing part about branding is that it can, in the case of bottled water, make you believe that you should pay for something which is basically free from your faucet.

We frequently work with Japanese and American companies who are hesitant to put effort into branding. But we have a message for all the Japanese companies and American companies who think no one wants their stuff: They DO.

American consumers do want Japanese-made stuff. But simply being Japanese stuff isn't enough to compel consumers to buy it because they'll take Korean stuff and Chinese stuff, too. Unless there's a compelling brand identity behind it, they're not going care that your pockets are double-sewn or your steel is forged in the tears of ninjas if it's three times as expensive as the regular steel from China, and they don't know your 300 year brand even though all of Japan might.

And American companies-American consumers DO actually want to buy made-in-the-USA stuff, and want domestic ingredients, and are willing to spend a little more on it, but if they don't "get" your brand concept, you won't “get” their cash and loyalty.

A large number of clients and potential clients come in with a truly great product and service. But when we ask them who their competition is, and why they beat them, we've found that more often than not even clients with an internal marketing department have trouble listing up their relative strengths and market competitiveness. We find they also come in having narrowed down their market (incorrect targeting, analysis of current market conditions, new potential markets) when we're working up a marketing branding strategy for them.

When it comes down to it, branding isn't about tricking people into buying your product.

It's about presenting the unique selling points which you offer and conveying them in a convincing way to people who will buy what you sell (and buy it from you).

Branding goes beyond the price tag and presents your value proposition to consumers who are willing to listen.

Price, durability, healthiness, convenience, social inclusion/coolness, and uniqueness are just a few of the characteristics around which a branding campaign can be built.

Figure out why people would buy your product, present it in a way which people will accept, and target it toward people who will buy it from you.

Sounds easy right?

But that's why we're here

The Advent of Digital & Online Branding

How Branding Has Changed With Digital Branding

How Branding Has Changed

Most brands had only TV commercials, radio spots, and ads in magazines or newspapers to use to garner visibility. These methods are still widely used, but they're very expensive and broad. With the invention and evolution of online marketing, not only has advertising become cheaper, allowing more companies to advertise, but it has also become more targeted, allowing companies to compete only in the areas they would like to, eliminating wasted ad spend on unnecessarily broad campaigns.

What Digital Branding Costs

Branding can still be very expensive, but it is necessary in order to launch a brand, product, or service. Online branding, though can be a cheaper way to brand yourself.


Pros: High penetration, some targeting

Cons: You need to start with ad buys from the $10,000s to $100,000s and have a massive potential for wasted impressions. Even on Hulu it's not *that* targeted and people are blind to many creatives in the form of a TV commercial.


Pros: Broad reach, defined market, geographic targeting, range of prices available

Cons: Decreasing penetration, low young reader audience, ad clutter


Pros: Selective targeting, high production quality, focused subject matter

Cons: High cost, short term reach, unable to achieve broad market reach


Pros: High penetration, high visibility

Cons: High cost, many wasted impressions, market not easily defined, limited targeting

Online Ads

Pros: High penetration, high targeting, low cost, low intial outlay, IMMEDIATE results

Cons: Hard to remain fresh, consumer banner blindness, needs fresh unique content and campaigns or can be ineffective

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