A New Image. A Renewed Strength.

The Development of a Brand

In the beginning, a brand was thought of as merely a logo or an identity, a way for organizations to distinguish themselves. It has evolved into the values, culture, and personality of an organization. People now realize that branding isn't simply slapping a logo on promotional materials. It's the whole package of the work you do and, more importantly, how you do it. It's your identity. Everything an organization does affects the value of its brand — both positively and negatively.

The goal of all branding is to create an emotional tie between your audience and your organization. It is imperative that your organization builds equity in its brand, and this is done by focusing on the mind and emotional share of your customers, clients, members, etc. To help achieve this, it is important to place a premium on your organization's experience, personality, and relationships.

All of these considerations have helped shape the recent branding effort for the American Camp(ing) Association. ACA has placed a premium on what the organization means to the campers, the camps, the parents, the volunteers, and business partners. It is important to remember that the logo is merely one element that helps promote, encourage, and support the goals and beliefs of the organization. ACA has recognized branding as an inside-out process. By focusing on its relationships, experience, and personality, ACA has built the foundation to develop an identity to carry the organization into tomorrow.

This identity (logo/brand) was created over a period of eighteen months. During the creative process, new relationships were made and old relationships were fostered. Respect was given and taken depending on each point of view. Ideas and concerns were shared and debated. As a graphic designer and fine artist, I often perceive the universal point of view as fickle. To achieve perfection is impossible and to please everyone is more so. Our goal is to approach perfection and please many . . . .

— Bruce Dean, cofounder of Dean JohnsonDesign, Indianapolis, Indiana