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The Business DNA.


 make it clear. make it memorable.

Don't take words for granted.

Words start and end with letters. They're filled with letters. They're found in letters. Used to create images, to convey sentiment, to express emotion, every word has its own physical form – its own dimensions and structure – different from every other.

Words are used to editorialize and to advertise. Meant to fill the lines, they sometimes require that you read between them. For every answer words provide, they must raise a question.

Words are part of uncommon branding.  It begins when people see your logo or hear your name.  Or when someone describes it to a friend, or when they read an article about you. Every single word grows a net impression.

Branding does its thinking at the macro level.
and delivers results at the micro level.

Brilliant brands guide their message, build human relations, manage the media, tighten the sales process and influence the product development itself.  Nothing is casual. Every touch point counts.  Uncommon businesses have a pulse that is sensed inside every single decision.  Uncommon Businesses are committed to delivering beyond expectations.  They consistently break through the clutter.  They punch above their weight.  And with years of consistency, they become reliably part of their markets' lives, even becoming part of everyday lexicon.


Say What You Mean. Mean What You Say.

It isn't all in a name, but it does begin there.  Is there a story behind the words?  Is there evidence of people within the name? Is it a real word – or are you creating one? How long has it been in use?  How memorable is it?  What does it associate with?  Does it imply quality?  Humor?  Sincerity? Stability? Strength? Is the URL available? 




Words can tell a tale, they can paint a picture, illustrate a point, fabricate a story. Words can shed light, capture a moment, forecast the future, create the past. They can cause a stir, create a sensation, elicit a response, evoke a reaction.

What are the words that describe what you do?  What is the signature phrase? Is it original? Memorable? Or does it sound like everyone else?  A good positioning line is not a campaign tag – it's a line that sticks with you, that drives your internal branding and your external relationships.  It's a promise, a commitment, a bit of evidence that makes you different, sets you apart, draws people into you.



You can play with them, play on them, write a play with them. Words can be put in your mouth, or may be taken right out. You can say the word, pass the word or eat your words.

An often forgotten element of lexicon is the actual vocabulary of your brand's language. Consider it a dictionary of terms for everyone inside your business – the way your phone is answered matters. So, too, does the sales process and communications hierarchy.  Vocabulary drives the decisions behind the curtain, whether the materials  chosen, the amenities selected, the press releases written, or how the events are staged. The language is spoken and unspoken, but all of it must take place with a very specific point of view.




Just because it's well-written doesn't mean it's effective.  Whether for an investor report, a consumer ad or a business speech, convincing copy implies more than good grammar, it means adding an element – a style or perspective – that occasionally invites people to read between the lines. But it should always encourage them to listen to the next point; read the next line; click to the next page.