https://www.bisonsatellite.com/blog Brand design, written for whoever got handed the brand problem. en Tue, 22 Sep 2026 06:00:11 +0000 https://www.bisonsatellite.com/learn/what-not-to-change-in-a-rebrand https://www.bisonsatellite.com/learn/what-not-to-change-in-a-rebrand You can defend the tagline and the positioning in a brand review. You can't defend a color pair a designer chose from her daughter's birthday party. Dunkin' protected the color anyway, and the trademark filing shows how far they went. Wed, 02 Sep 2026 01:03:33 +0000 Rebranding Recognition Strategy Leadership https://www.bisonsatellite.com/learn/brand-perception-audience-bias https://www.bisonsatellite.com/learn/brand-perception-audience-bias A record executive shortens a kid's name to dodge a bias. The kid cuts a folk song as rock and roll and aims at the same crowd. Two routes to one audience, the mechanism your buyers run on you weekly, and a four-step map to run before you commit. Wed, 19 Aug 2026 15:05:12 +0000 Positioning Recognition Alignment Marketing https://www.bisonsatellite.com/learn/what-happens-after-rebrand-approved https://www.bisonsatellite.com/learn/what-happens-after-rebrand-approved Your team approved the logo and the room exhaled. Then somebody asks about the trade show banner, the invoice template, and the truck. The next seven months contain 215 assets, and a logo system is what decides whether they hold together. Tue, 18 Aug 2026 06:14:13 +0000 Rebranding Consistency Marketing Leadership https://www.bisonsatellite.com/learn/employees-still-using-old-logo https://www.bisonsatellite.com/learn/employees-still-using-old-logo The rebrand shipped months ago, and the old logo just turned up on a vendor's invoice. Where retired files keep coming from, why reminders miss the real constraint, and the two fixes that stop old versions resurfacing. Wed, 12 Aug 2026 22:31:44 +0000 Consistency Rebranding Marketing Leadership https://www.bisonsatellite.com/learn/rebranding-without-losing-customers https://www.bisonsatellite.com/learn/rebranding-without-losing-customers You're proud of the company and tired of the brand, and you're afraid a rebrand costs you the customers who already know you. A method for deciding what you can't touch, what Cracker Barrel's year proves, and how to tell complaints from confusion. Mon, 03 Aug 2026 21:00:24 +0000 Rebranding Recognition Strategy Leadership https://www.bisonsatellite.com/learn/how-to-vet-rebranding-experts-before-you-sign-anything https://www.bisonsatellite.com/learn/how-to-vet-rebranding-experts-before-you-sign-anything Four firms on the shortlist, all describing themselves the same way. The four questions to send in writing, the ownership terms to check before you talk price, and a vetting sequence that runs in ten working days. Sun, 02 Aug 2026 15:37:10 +0000 Rebranding Strategy Alignment Leadership https://www.bisonsatellite.com/learn/what-a-rebranding-specialist-actually-does https://www.bisonsatellite.com/learn/what-a-rebranding-specialist-actually-does The rebrand landed on your desk, and every vendor sounds the same. What a rebranding specialist covers across the four phases, which risks stay yours, and the four questions that separate a system builder from a presentation seller. Tue, 28 Jul 2026 07:00:42 +0000 Rebranding Brand Design Identity System Logo Design https://www.bisonsatellite.com/learn/the-signs-your-business-has-outgrown-its-logo https://www.bisonsatellite.com/learn/the-signs-your-business-has-outgrown-its-logo The logo was sized for the company that ordered it, and the company kept growing. Four operational tells that the file has fallen behind, each checkable in five minutes, and the case they build when leadership asks why now. Tue, 28 Jul 2026 05:56:35 +0000 Rebranding Marketing Positioning Alignment https://www.bisonsatellite.com/learn/the-specialist-test-hiring-a-logo-designer https://www.bisonsatellite.com/learn/the-specialist-test-hiring-a-logo-designer You're about to pick who runs the rebrand, and every portfolio looks good. Four questions separate the vendor who protects your standing with leadership from the one who spends it. What to ask before anything gets signed. Tue, 28 Jul 2026 00:33:22 +0000 Rebranding Leadership Alignment Consistency https://www.bisonsatellite.com/learn/your-brand-is-not-a-logo https://www.bisonsatellite.com/learn/your-brand-is-not-a-logo Everyone says the words brand and branding. A logo is a mark. A brand is the feeling your customers carry, built by design or by accident. What each term covers, where marketing fits, and the books that laid the foundation. Mon, 27 Jul 2026 23:11:42 +0000 Brand Design Recognition Marketing Positioning https://www.bisonsatellite.com/learn/what-is-brand-design https://www.bisonsatellite.com/learn/what-is-brand-design The exec team decided the brand gets fixed, and now you have to explain what that covers. What brand design is, how it differs from graphic design, the four stages, and what it costs when the alignment work gets skipped. Mon, 27 Jul 2026 23:05:57 +0000 Brand Design Recognition Alignment Strategy https://www.bisonsatellite.com/learn/generiphylactic https://www.bisonsatellite.com/learn/generiphylactic Genericide kills brands that get too famous. The ugly twin kills the rest: brands so careful to fit their category that customers can't tell them apart. A four-question self-test for whether your brand blends in, and what ownable looks like. Mon, 27 Jul 2026 22:59:49 +0000 Recognition Positioning Alignment Strategy https://www.bisonsatellite.com/learn/branding-vs-marketing https://www.bisonsatellite.com/learn/branding-vs-marketing Your marketing partner offered to handle the rebrand too, and the price was good. What each discipline covers, why the blur costs you twice, and the four-item list that keeps the lanes separate without a reorg. Mon, 27 Jul 2026 21:37:06 +0000 Marketing Strategy Leadership Alignment