Circle®Brands Bold Reverse Engineering Process Is Branding Industry First

In a radical departure from the norm, Circle®Brands has boldly reverse-engineered the customary approach to branding by creating and trademarking complete brand packages in advance of any client initiative; which has never been done before now.
By: Circle®Brands
June 16, 2008 - PRLog -- In a radical departure from the norm, Circle®Brands, a brand naming firm in metropolitan Detroit, has boldly reverse-engineered the customary approach to branding by creating and trademarking comprehensive brand identity packages in advance of any client initiative, something that has never been done before now. Their one-of-a-kind, pre-packaged properties include registered brand names (by way of licensees), logos, global toll-free vanity numbers, taglines, Internet domains and corresponding marketing strategies. “Creating a brand identity without a client is out of the ordinary,” said Murphy, Circle®Brands principal brand architect. “I’d have to say we’re mavericks in this way. Nothing to this extent has ever been created and assembled prior to being commissioned by a client.”

Circle®Brands motto is, “an idea is a terrible thing to waste.” “When inventive ideas pop up we develop them, with or without an applicable client,” said Murphy. “We view our intellectual brand properties as valuable real estate for forward-thinking companies who want to hit the ground branding, and palpable value at that. For example, if you position just one of our industry-specific designed brands to compete against its respective rival, the hypothetical revenue generating potential can be measured not in the millions, but billions.” Circle®Brands’ pre-packaged brand identities offer one-stop shopping for startups and are ideal for firms seeking to rebrand or reposition their company or those wanting to fast-track new projects. One unforgettable brand identity package was created for the floral and garden lifestyle industry and features the indelible registered brand name and logo for BloomService®, a rare, global toll-free 800-vanity number intended to rival 1-800-FLOWERS: 1-800-IN-BLOOM, the galvanizing tagline The Floral Majority® and related domains. More information on BloomService® is available at: “We are looking for the great companies to put our various properties on the map,” says Murphy. And if a prospective client doesn’t find a perfectly suited brand identity in their ready-made brand portfolio she is confident Circle®Brands can create a custom one faster than you can say, “split second resonance,” which is the main selling point of their various brand identities.

Finding a name that can be trademarked in today’s tight naming market is a daunting task. More than 3,000 new trademark applications are added weekly to the 3.8 million registered, pending and inactive trademarks already on file in the U.S. Finding a matching domain name is equally frustrating. According to VeriSign more than 120 million domains were registered in 2006, a growth of 32% over 2005. Of those, 47-million domain names end with dot-com. Demand for toll-free numbers exploded in the 1990s. Finding a great toll-free vanity number now is all but impossible. All “800” prefix numbers have been exhausted and most of the “888” prefixes are now gone, leaving only a few “877” and “866” numbers from which to choose.

Among the many packages Circle®Brands has created for sale is a collection of properties designed to catapult a progressive accounting firm or franchise into a national household name that includes a registered trademark and logo for the brand/tagline “WE Do the Math®,” the global toll-free 800-vanity number 1-800-CPA-MATH and corresponding domains. The ‘WE Do the Math®’ brand identity package was created as a declaration of accountability that instantly communicates the nature of the profession while conveying promise, personality and performance – a distinction that is sorely lacking in the brand names and messages of most accounting firms. “While creating a brand identity without a client is out of the ordinary,” said Murphy, “connecting a firm’s name with a culturally resonant catchphrase like ‘do the math’ is unheard of, and a vital key to making the WE Do the Math® brand stand out and instantly gain an equity position in the minds of the firm’s target audience.” Murphy adds, “When you consider the role that consumers play as brand ambassadors today, piggybacking your brand message on a proven catchphrase that the public is predisposed to promote, like ‘do the math,’ gives a firm a huge advantage. ‘Do the math,’ is ubiquitous. Think of the leverage that gives the firm who is using WE Do the Math® as their brand name and tagline.” More information on WE Do the Math® is available at

Circle®Brands’ objective is to create unforgettable, user-friendly branding efforts specifically geared to facilitate rapid rise in positive, instant brand recognition. According to Michael Corbett, a nationally renowned sales consultant, “you must first gain a share of the consumer’s mind before you gain a share of the consumer market.” “We build our brand identities on familiarity and strive to unite a definitive name, number and web address that will be indelibly imprinted in the minds of consumers from the moment they see or hear them,” said Murphy. In addition to the BloomService® and WE Do the Math® properties, Circle®Brands has developed complete memorable, consumer-centric brand packages for a Latin-themed supper club concept called LaBeatOh!®, and even a morale-boosting campaign for the state of Michigan using the “call to action” tagline “get SMiTTEN!®” to share the love for the mitten-shaped state.

“We’ve done the unexpected with what’s expected of an agency already,” notes Murphy, who has branded and marketed numerous firms and individuals, including bestselling author and columnist, Mitch Albom, all under her 21-year old Lip Service Communications agency. Circle®Brands was born out of a need to separate the novel and new from the tried and true. “We live and work by the maxim, ‘be distinct or be extinct.’ Circle®Brands allows us to practice what we preach. With Circle®Brands we’re doing the unexpected, period.” More information on Circle®Brands is available at

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Circle®Brands™ is a dedicated band of brand architects passionate about creating distinct company names, product and service names, taglines/slogans and logos.

Circle®Brands™ is the brand naming division of an award-winning multi-disciplinary design group. We draw upon our disciplines to consult and work with you directly on a variety of levels and/or in cooperation with your existing marketing and advertising firms.
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Tags:Branding, Company Naming, Taglines, Slogans, Trademarks, Brands, Brand, Marketing, Advertising, Toll Free Numbers
Industry:Advertising, Business, Marketing
Location:Pleasant Ridge - Michigan - United States
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