WOW Branding

Opinionated Blog


We'd love to tell you that branding is all about pretty design but we'd be lying. It takes balls to define your leadership, clarity and focus, and you'll need even bigger balls to execute on it. The branding process can reveal a bunch of ugliness as well as brilliance. Yes, branding hurts. Are you brave enough?  Get a regular shot of qualified comments, opinions, recommendations, tools, and ideas regarding branding and leadership. To inspire and provide food for thought.  Welcome to our blog!


Why most AEC websites suffer from stale content, lack of differentiation and fail to perform the most basic business development function.

By:  Dann Ilicic

After looking at 100’s (maybe 1000’s) of websites in the AEC space, the vast majority of them start to blend together in an undifferentiated pool of sameness. It’s not so much a design problem as it is a strategy problem. If it is not clear what makes your firm different and better and why a potential new client, employee or partner should choose you, then a fancy web design is not going to solve your problem - you need a proper strategy.

The key thing to remember is that your site is NOT built for you - it is built for your ideal visitors.

Ask yourself these 8 basic strategic questions about your site: Read Full Article >>

Delivery is more important than branding - it IS your brand!

By:  Dann Ilicic

I just had one of those great customer experiences that are worthy of a blog post. The interesting part is that I actually never spoke to a live person at any point and I am still blown away.

I bought a pair of soccer cleats for my ever growing 10yr old son from SoccerPro, an online retailer based in Missouri. The prices were fair and the site was easy to use but that's not what compelled me to write this. This company is full of personality and it is clear to me that they have made a decision to make every possible interaction surprisingly great.

I'm always grateful to get acknowledgement that my order was received and shipped, but check out this order confirmation excerpt: Read Full Article >>

6 Surefire Ways to Make Sure Your Rebrand Fails

By:  Dann Ilicic

Going through the rebranding process in your organization can be tough, even if everything goes smoothly. In our experience, there are six things that usually get in the way and we want you to be aware of them.

1- The CEO or leadership team is not involved

Too often we see the rebranding efforts beginning in the marketing department instead of with the CEO. Branding is a CEO level initiative because it deals with the fundamental definition and expression of the business. The brand consultant is the worst person to deliver the brand to the organization. It can ONLY be delivered by the CEO as an expression of their vision for the organization’s future Read Full Article >>