Design Trend: Gradients

As the saying goes, everything old is new again and gradients are back, and better than ever. Gradients used to rule in the 90s and early 2000s but in a not-so-good way. Every PowerPoint or Microsoft document had bright, and often tacky, WordArt that incorporated a gradient or some sort. What better way to make a document or report look more professional, right? Not! It’s funny to see how trends evolve and repeat themselves overtime because in 2018 color gradients are making a huge comeback.

The gradient trend has matured over the years into an organic movement of color. Flat colors are limiting and while they provide a clean look, they lack interest and depth. The combination of two or more colors mimics movement and adds more life to a design.  

Project: Electric Objects  Author: Rose Pilkington    |    Project:  Author: Ludmila Schevenko 

Recently, we’ve seen large, trendy companies, like Spotify and Instagram, embrace this current style. While Instagram was one of the first companies to adopt this trend on such a large scale, Spotify is really taking it to the next level. The brand has fused colors together to represent specific playlists and create a unique emotional connection to the music with a visual representation. These designs have caught the attention of their audience and are inciting more excitement about the product and the music which creates more brand loyalty among its customers.

Spotify Gradient Graphic Design

Gradients are fun, high tech, edgy and give designers the ability to create something new. Our designers here at Brand Iron love working with gradients because they feel the trend adds depth and allows them to find the heart and soul of the design. The idea is to have bright, eye catching colors incorporated with organic lines and shapes. This year we’ll see more gradients playing a key role in backgrounds and incorporated into designs.

Don’t know where to begin with gradients? If you love this look but don’t know how to use this trend within your brand, our designers can bring your next gradient-inspired design to life.  Visit or call 303-534-1901 to update your brand’s look.

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#Designtrend #Gradient #Graphicdesign

Kinetic Training Club Breaks into Denver’s Fitness Scene

Brand Iron is excited to announce the grand opening of Kinetic Training Club, a new kind of health club that focuses on a holistic approach to health and fitness. The grand opening for the club, which is located downtown at 1610 Little Raven St., Suite 135, welcomed members of the community, to come explore the new facility, meet the world-class trainers and enjoy refreshments.

Kinetic Training Club provides innovative personal training for professionals in the Denver area. By taking every aspect of a client’s daily life into consideration, including nutritional needs, the Kinetic trainers are able to craft a fitness plan that is unique to each individual that will help them achieve their goals. Kinetic’s brand new facility features state-of the-art equipment including a traversing wall with TRX suspension. The club also features two exercise machines invented and patented by Kinetic’s own Nate Fryer, one of the club’s lead trainers and rehabilitation specialists.

Kinetic Fitness Club

Brand Iron has been working closely with the Kinetic team to develop and launch the Kinetic Training Club brand. We developed the messaging and positioning, the logo, and the website! We hope you love the new look and feel of Kinetic Training Club as much as we do and are excited to see what the brand will achieve in the future! Kinetic Fitness Club

Congratulation on the opening of Kinetic Training Club! We are always proud when one of our clients makes strides to ‘Achieve Their Anything’. To learn more about how Brand Iron can help your business reach the next level of success, contact us by visiting

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#KineticTrainingClub #GrandOpening #BrandLaunch #DenverBusiness

Brand Champion: Marc Benioff

April’s Brand Champion is Marc Benioff.

We chose Marc Benioff to be April’s Brand Champion because of his crusade to run a great company known worldwide, but also because of his stance to fight for equal pay for women within his company Salesforce.

It may sound easy to pay women equally, but within a tech company that is male dominated it’s easier said than done.  For a company who employs over 30,000 people and has grown at 24% regularly, they are on track to reach revenue of 20 Billion a year by 2020, Salesforce continues to grow at an amazing rate and it would be easy to just let habit and nature take its course, which would mean employing more men than women and paying them more.

In a recent 60 Minutes story on Benioff’s mission, it stated that a woman in 1960 made only 60% of what a man made and that 40 years later that that pay gap had only narrowed by a dime, yes only 10 cents in 40 years. Women today still make on average 20% less than men do.

Because of these facts and a desire to lead by example Marc Benioff has driven Salesforce to lead the charge in pay equality. Benioff conducted an audit to see just how close they were to paying women and men the same, they found out that they weren’t close. Since then Benioff and Salesforce is committed to equal pay and equal opportunity for women and he leads the charge in the business and tech world for other companies to do the same.

When a CEO takes a stand like this is can be a challenge, but is this case Benioff is leading the charge for equal pay for women. Even though it has cost the company real money, it also has been a huge benefit for the company. It has boosted company, helped open up opportunities for women and is now part of the Salesforce brand. It’s because of these facts and his passion to take action that Marc Benioff is April Brand Champion.


7 Secrets of a Brand Champion and Brand Champion 100 are part of the Brand Iron brand. Brand Iron is an outcome-focused brand marketing agency located in Denver, Colorado. Contact us today or visit to get started!


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Author of Feature Image: Moritz Hager

#BrandChampion #MarcBenioff #Salesforce

Branding 4 Building Pt. 2

Last week, we talked about the importance of branding your building or real estate development project. These assets need to be marketed just like any other in order to bring you the maximum ROI. This week, we are taking it further and breaking down each step you will need to take in the building branding process.

When it comes to branding your build here are several things to consider:

1. Layout what the business goals and objectives are for the building or development project.

2. Determined the ideal target tenant for your building.

3. Come up with a unique name where you can reserve your URL and own the intellectual property around your name.

4. Develop your brand look and voice, and position it to appeal to your target tenant.

Here’s an examples of how mood boards can help define the look and feel of a building to help begin crafting the building’s brand, which will appeal to your target tenants:

Revolution 3600

Moodboard Graphic Design Look and Feel


Moodboards Graphic Design Look and Feel

5. Develop a message and content that is going to connect with your ideal target tenants.

6. Create an engaging website and campaign that will capture the attention of those targets and get them to take notice.

Here are some examples of building branding websites and sales materials: 

Marketing material book graphic design

Website design Graphic design

7.  Pro-actively get the word out to your targets, as well as the brokerage community and general business community, through targeted touchpoint campaigns, PR and social media.

8. Track and measure the effectiveness of how well you are doing in getting those leases signed and/or other key measures against the laid out goals and objectives and the beginning of the project.

Make sure you successfully brand your building or development project to help and ensure that you are going to reach your business or project goals and objectives. Brand Iron is a strategic, technology-driven brand and enterprise value creation agency, that works with you to reach your specific business goals. Contact the branding experts at Brand Iron today to create the best identity for your building.

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#Branding4Buildings #Branding #Marketing #RealEstate #Construction

Branding 4 Buildings

In today’s competitive landscape, it isn’t enough to just construct a building and hope it gets filled, you have to brand and market it (like any other product or company) to get it filled and get the desired lease rates.

Buildings need to be treated like any other asset or brand that you have. You need to seperate yourself from the competition, define how and why your product is better and figure out the best way to show and tell that story. Part of telling your building’s story is the naming of the building. That means coming up with a name that stands out, is unique – one where you can get the intellectual property rights, including a nice, easy-to-remember URL.

Developing a strong brand for your building means that you need to write a brand story that connects with the ideal target customer. This story will help convey the value of your property and as a result assist with the filling of the property.

Whether it’s an office in the central business district (CBD), a medical office building (MOB), or any other building, the property should be named, branded and packaged accordingly to your target customer. Branding for buildings is all about how to successfully brand, package and market your building to meet your desired goals and objectives.

Brand Iron is a strategic, technology-driven brand and enterprise value creation agency, that works with you to reach your specific business goals. Contact the branding experts at Brand Iron today to create the best identity for your building.

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Brand Champion: Sister Jean Dolores-Schmidt

Image Source: Sister Jean Dolores-Schmidt, screen capture courtesy NCAA

March’s Brand Champion is Sister Jean Dolores-Schmidt

Most Brand Champions have a story to tell and this month’s Brand Champion is no exception. Sister Jean Dolores-Schmidt has stolen the hearts (and souls) of fans all across America. The 98 year old nun and team champlin for the University of Loyola, Chicago, is not your typical sports icon – she has claimed the hearts of not only sports fans, but non-sports fans around the world.

The former player and coach provides scouting reports, pregame speeches and postgame analysis by email, along with more spiritual guidance. The Loyola Ramblers of Chicago were the lowest-ranked team in the final four and Sister Jean is the team’s most recognizable figure. Sister Jean has received a ton of publicity and attention including tweets from Barack Obama, another basketball fan with Chicago roots, and even there’s a petition to get her to appear on Ellen. When asked during an interview about being a national star, she replied, “really, if I can correct you, international.”

Considering the problems surrounding the NCAA had before March Madness started, it’s so refreshing to have an unconventional star rise out of nowhere. One of the best things about Sister Jean is that she’s sweet, funny, wholesome, not afraid to say what she believes in, i.e. God, and the guys on the team just love her.

Sister Jean is March’s Brand Champion because who else could even stand close to her, especially in a time when controversy, scandal and skepticism reign in politics, business and sports. It’s refreshing to have a Sister Jean, an unlikely champion, inspire people and that is why she is our Brand Champion for March.

Secrets of a Brand Champion and Brand Champion 100 are part of the Brand Iron brand. Brand Iron is an outcome-focused brand marketing agency located in Denver, Colorado.

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#NCAABasketBallTournament #UniversityofLoyola #SisterJean

How Public Relations Gets People Talking About Your Brand

Every brand, no matter which industry they are in, shares the common goal of creating more buzz around their business. Most brands put all their energy into paid advertising tactics whether it be social media ad campaigns, TV, radio, print ads, or billboards. But there is another way to generate publicity: Public Relations.

Public Relations, or PR, is the idea of creating coverage for clients for free, rather than through paid marketing or advertising. There are a few tactics brands can use to increase their brand awareness such as press releases, interviews and article publication.

Press releases are probably the most well-known strategy within PR. A press release is used when a brand has newsworthy information that they would like to share with the rest of the world. A release should be brief, straight-to-the point and not “sales-y”. These releases are distributed either via email or placed on a news wire and hopefully picked up by editors from various media outlets.

Another way brands can create media buzz is to pitch stories to editors that feature their brand or product. They key here is to not be too self-promotional. A great way to to do this is to find current news stories that your brand could comment on as an industry expert and then reach out to editors or reporters and offer your insight in the form of an interview. For example, if your business is in the automotive repair industry, and there happens to be a local or national news story on vehicle recalls, your company could comment on the dangers of faulty vehicle parts. Because your brand will be mentioned in the piece the reporter is writing, your business is positioned as an expert and creates more opportunities for potential customers to learn about your brand.

PR is a great way to get people talking about your brand without looking too promotional. If you need help creating a PR strategy to gain more publicity for your brand, contact Brand Iron today. 

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What Makes a Thought Leader

Brands today struggle to stay relevant in the eyes of the consumer. Consumers are so used to being advertised-to that ads hardly phase them. They don’t want to give just any company their business, they want give the their business to the best company.  This is when becoming a thought leader is beneficial to brands.

A thought leader is an individual or firm that is recognized as an authority in a specialized field and whose expertise is sought after and often rewarded. Sure that may sound like a great goal to have for any brand, but how to businesses achieve this level or status? It may be easier than you think.

Content creation and publication is key to positioning your brand as an industry thought leader. By creating educational, interesting and helpful articles, and having them published on a blog or better yet, on a media outlet, you can show your target audience that you are an expert in your field and that they should come to you for the best service or products.  But you can’t just create content for the heck of it, there are a few rules.

1. You Must Actually Work In The Industry That You Are Commenting On

A brand that works in the insurance industry can’t just start writing articles on best practices in the field of technology startups. To be an expert in your field you must first be in that specific field.

2. Self-Promotion Will Ruin Your Credibility

The thing about being a thought leader is that people will only look to you for advice or knowledge if they think that you are providing it for the sake of education. If your content appears to be only promoting your brand’s goods or services, consumers will see right through your veiled attempt at advertising and ignore you.

3. Keep It Relevant

Try to only create content around topics that are relevant or even mentioned in mainstream media. This will help increase your thought leadership by showing your audience that you are trying to educate them on items that they need to know now.


Want to become a thought leader in your industry? Let the content strategy experts at Brand Iron help you create a plan that will have your desired audience seeking you out for the best information and service. Contact Brand Iron today for more information.

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Position 4 Acquisition

Position your company for acquisition. 

At Brand Iron we believe that branding and positioning isn’t just about supporting your marketing efforts, but also your bigger picture business goals and objectives. Branding and positioning can help your company prepare for acquisition. Yes, branding matters when trying to sell your company!

Position 4 Acquisition is all about helping you position, brand, and package your company to be the best in your space. The proper branding can help you to determine your business’s unique value points and value proposition that appeals to your ideal target clients/customers as well as potential acquirers.

Part of packaging your company is not only marketing your brand but also identifying your brand’s unique position in the marketplace. Your company’s story should effectively communicate your business model, financial performance, leadership and potential upside and exit values.

Many sales and presentation decks are boring and just show facts and figures relative to the brand, but what buyers really want to see is a story. By telling a company’s story, the value points and key differentiators can be made clear and therefore make the company appear more enticing to potential buyers.

Brand Iron’s Position 4 Acquisition was developed to help companies position themselves to get acquired for the maximum value possible. Visit to see how we can help your company get acquired.

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Johnnie Walker’s ‘Jane Walker’ Campaign Celebrates Women’s History Month

Feature Image Source:

March is Women’s History Month and one brand in particular is celebrating in a very special way.

Diageo’s Johnnie Walker, a well-known brand within the beverage industry, will debut their special edition Scotch whiskey, Johnnie Walker Black Label “Jane Walker Edition”, this month. This product rebranding coincides with not only Women’s History Month but also International Women’s Day.

The brand will temporarily rebrand their Johnnie Walker Black Label with the new “Jane Walker Edition” name and change the brand’s iconic logo from a man to a woman. The brand is excited to show its support for a cause that has been so widely talked about. In a recent article in Adweek, Stephanie Jacoby, VP of Johnnie Walker, said “important conversations about gender continue to be at the forefront of culture, and we strongly believe there is no better time than now to introduce our Jane Walker icon. We are proud to toast the many achievements of women and everyone on the journey towards progress in gender equality.”

Not only is the brand bringing additional awareness to the issue of women’s rights and equality, but it is also promising to donate $1 dollar for every bottle produced to nonprofit organizations dedicated to women. The two organizations benefiting from the proceeds are Monumental Women, a group that aims to erect more statues honoring women in history, and She Should Run, a group that encourages women to register and run for elected office.

Johnnie Walker should be commended for their timeliness, relevance and above all else, dedication to an important cause. This campaign is a sure-fire success because it is being launched at a time when this topic will be talked about online, in the news, on social media and across every other platform.This increase in media buzz will create more demand for their product and more attention for an important issue. Other companies can learn a lesson in timeliness and relevance from Johnnie Walker.

Brand Iron is a strategic branding, marketing, and enterprise value creation agency. Our conversation starts with you and the goals you set for your company. Founded by Michael Doyle in 2002, Brand Iron delivers on the promise to forge brands and drive revenue through strategy-based business development, creative, public relations, social media, positioning and marketing.

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#WomensHistoryMonth #JohnnieWalker #Branding