Three years ago, we consolidated our twenty-one publishing imprints under one umbrella brand: “Thomas Nelson.” We believed then (as we believe now) so many imprints only served to dilute our brand, creating needless complexity and infrastructure for everyone.

At the time, we decided that we would go with our singular house logo on the spine. Believing that “less is more,” we took a page out of Apple and Nike’s playbook. No text. Not even a ® symbol to indicate a registered trademark. Just the house. Nothing more.

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Today, I was reviewing a colleague’s PowerPoint presentation. The first thing I noticed was his company’s logo was on every single slide. After a few slides, I found myself getting annoyed.

I know it is standard practice to put a logo on every page, especially in the corporate world. However, I would suggest that you avoid this practice. Here’s why: Continue Reading

It takes years to build a brand. Unfortunately, there aren’t many shortcuts. You build a brand—like a reputation—one impression at a time. Every encounter with a customer results in either a “deposit” or a “withdrawal” in your “brand account.”

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