The RulesRules can be broken....if they have a solid foundation

Fuelhaus is a creative agency with a passion for brands. We love design, technology and innovation...and we love how branding fits in that equation. Branding gives an idea its purpose. It gives form its function and it gives a project its goal.

During our 20+ years in the business, Fuelhaus has spent a lot of time in the trenches designing all kinds of creative for a wide range of industries. Whatever form the project took, we learned a few steadfast rules:

Rule #1: A logo is great, but a brand is better.

1) A consistent brand builds equity. It has a personality that your audience relates to and wants to hang out with. Fuelhaus finds the essence of your brand and ignites the imaginations of the people you want to connect with...creatively.

2) A brand lets you grow. It provides the foundation required to build, lead and grow your company. When your company knows who your customer is, what you're selling and how you sell it, it's easier to expand into markets that are organic, authentic and profitable for your brand.

3) A brand commands a higher price. It has an intrinsic value that doesn't price itself out of business. Human beings make buying decisions at a gut level. Trust, quality, service, experience, cool factor, design, story, popularity...all of these components factor into our decision making process. All of these elements are an intrinsic part of your brand.

Rule #2: Numbers don't buy things, people do.

It's simple, really, but most MBAs miss this point entirely.
C level executives often believe that because the creative team speaks a different language, they don't effect the bottom line. They see design and marketing as an expense...not an investment. They are wrong.

Executive management may run the business, but creative management connects with the customer. They sell the things that keep the businesses running. Think of it this way:

Successful companies do more than spend money on creative, they give creative a seat in the boardroom. That's because they know that the strength of their company is synonymous to the strength of their brand. A company is strategic, a brand is strategic. Rock on great brands...we love you.

Rule #3: Good things cost money.

Here is the straight-up reality...you're in business to make money.

We're in business to make money.

Our web, print and brand expertise makes you lots of money and it costs us money to create. The U.S. Small Business Administration advises that you spend between 2-10% of your annual gross sales on your marketing budget each year.

How much have you spent?

In order to get reliable, sustained return on your investment, your marketing needs to be consistent. Make it a line item in your annual budget. Spend every month and review your marketing strategy every year. A well-executed marketing plan will grow your company's sales exponentially.

The creative side of business seems like a lot of fun, but it's work. It takes dedication, skill, strategy, discipline and expertise. Pay for the pros...we're worth it.

Rule #4: Branding is a journey...not a destination.

If you're still with us...this is where we're gonna get all zen on you.

A brand doesn't have a finish line, it just keeps spreading its influence through your company. In design, your brand finds its visual identity. In marketing, it finds its voice. In human resources, a brand tells potential hires if they would be a good fit for your organization. In research & development, it directs innovation and design.

A brand reaches deep...real deep.

That's how a brand evolves. Once its burning hot, it needs to be watched so that it stays contained, focused and efficient. That's where the journey begins. Your entire company is along for the ride...and it never ends.