For example, if you are driving along the expressway and you see the billboard below would you know what business the sign is advertising? Of course, this billboard does not mention McDonald's and doesn't even have their full logo on it but you would instantly know there is a McDonald's at the next exit. By creating, and using, consistent branding throughout all of their advertising channels as well as in their stores McDonald's is able to advertise without even mentioning who they are anymore! Imagine trying this with your business - would people think of your business if you didn't tell them?
Create Your Businesses Brand Book
April 6, 2022
Why does my business need a brand book?
A brand book is a resource that can help ensure your business maintains a consistent brand identity. The brand book, when used correctly, helps ensure that the look and feel of your businesses marketing efforts are consistent and 'on brand'. This consistency will then help your customers recognize your brand.
A brand book helps to maintain consistency
A brand book should be shared throughout the company and with partners in order to maintain consistent delivery of the brand. The brand book will provide the information needed to help deliver consistent branding and marketing throughout your business. For example a brand book can give guidance on which logo to use on a light or dark background, ensure brand colors are used consistently and that the right font is being used (see below!)
The brand book will also provide guidelines to departments outside of the creative wing. This gives non-creatives something to reference and influences consistency throughout the company. We've all done it and seen it, you need to make a sign or create a quick powerpoint presentation for a presentation and the different fonts and colors just start calling your name - before anyone can stop you you've made the cardinal sin of graphic design and used Comic Sans!!!! By referencing the brand book this could have been avoided because you would already know the font that you should be using to be consistent with the business.
Contact Behind Your Design and get control of the look, feel and branding of your business: (810) 373-9293
Some projects mean a little more than others. Cummings Property Management is one of those. We’ve been working with the Cummings team for nearly 15 years, and our relationship goes back even further. We’ve known the family since high school, so this rebrand wasn’t just another project. When they reached out about updating their logo and website, we knew how important it was to do it the right way. Cummings Property Management has been serving community associations since 1977. What started in the Flint and Genesee County area has grown into a company that now manages more than 130 communities across mid-Michigan. Over the years, the company has evolved, but their brand hadn’t quite caught up with who they are today. The goal of this refresh wasn’t to change who they are. It was to better reflect their experience, professionalism, and commitment to communication and education. We started with a clean, modern logo that still feels timeless, followed by a new website designed to be clear, easy to navigate, and useful for boards, homeowners, and prospective clients. The site supports their focus on education and communication while presenting a professional, approachable look. We’re really proud of how this project came together. The new logo and website feel like a true reflection of Cummings Property Management and position them well for what’s next. Even better, it’s always a win getting to work with people you’ve known and trusted for so long.
A modern decoration method with low minimums and major impact
At Behind Your Design, we enjoy working with companies that are clear on who they are and ready to make sure their marketing reflects it. Benecor was a great example of this. Benecor is a national, family-owned systems integrator that works with Tier 1 and Tier 2 suppliers across multiple industries. Their previous website leaned heavily toward an ecommerce experience, but it did not fully communicate what truly sets them apart: custom-engineered fueling and storage solutions designed around each customer’s operation. Our objective was to shift Benecor’s brand and website from a product-first approach to one that clearly highlights their engineering expertise, problem-solving process, and long-term partnerships.
Behind Your Design was honored to collaborate with Gerych’s Flowers & Events on a stunning 70th birthday celebration that blended elevated design with deeply personal touches. Hosted at the chic and modern MAD NICE , this event was a beautiful example of how the right details can transform a milestone birthday into an unforgettable experience. This celebration came together thanks to an incredible group of collaborators: Floral & Event Design: Alexis Gerych, Kristen Sims, Jon Gerych Rentals: Gerych’s Flowers & Events Lighting & AV: Band Ayd Venue: MAD NICE Cake: Frost This by Amy Adams-Means Signage & Accessories: Behind Your Design Photography: Emily Engler The Power of Personalized Details Behind Your Design created several custom pieces for the event, each designed to feel intentional, meaningful, and seamlessly integrated into the overall aesthetic. These details played a big role in making the celebration feel one-of-a-kind.
In July 2025, Behind Your Design had the pleasure of partnering with John P. O’Sullivan Distributing, Inc. for a full-day photoshoot celebrating some exciting milestones for the company. The shoot highlighted several key initiatives, including the Yuengling draft launch , upcoming bottles and cans launch on January 12, 2026 , and President/Owner Joanie O’Sullivan-Butler’s upcoming role as Chair of the Michigan Beer and Wine Wholesaler’s Association . We also captured content for their management team and website.
Reflections on My Final Year Leading Young Men in the Workforce