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Branding Terms

It can be very confusing with all the branding terms and the various definitions. Here is a short list of a few key terms with definitions Blue Earth uses.

  • Brand Equity

    The sum of a brand’s financial and non-financial assets that results in generating demand. The brand’s unique attributes create an emotional connection with the brand’s customers to make the brand valued and valuable

  • Brand Identity

    This is a set of symbols and guidelines that create a consistent look and feel. The fundamental items are logo, typefaces, color palette, voice, and photo styling all integrated into a consistent look and feel.

  • Brand Positioning

    Positioning your brand focuses on distinguishing your brand from its competitors. The goal of positioning is to influence your target audience’s perception by effectively communicating a brand's competitive advantage.

  • Brand Personality

    A company's brand personality evokes an emotional response to a specific consumer segment, intending to incite positive emotions and persuade, motivate and change customer behavior.

  • Brand Essence

    From a consumer perspective, brand essence is based on consumer attitudes about positive brand attributes and favorable consequences of brand use.

  • Brand Promise

    This is the promise a brand makes to its customers. It is critical to meet or exceed your promise to your customers.

  • Brand Culture

    Brand culture is the DNA of the brand. It governs all customer experiences at every touchpoint. The culture is an extension of a company’s core values and is lived out through the employees who deliver high-quality brand experiences to their customers.

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New business inquiries contact:
Patrick Foley

Ho-Chunk Centre Office Address:
600 4th Street, Suite 201
Sioux City, IA 51101


Patrick Foley

Patrick has over 25 years’ experience in marketing and advertising. A Mass Communications/Marketing graduate of Briar Cliff University in Sioux City, Iowa, Patrick has spent the majority of his career with Blue Earth Marketing. Patrick started in the TV/Radio broadcast industry as a commercial writer-news producer for KCAU-ABC affiliate in Sioux City, Iowa; eventually moving into a business development role as a Senior Account Manager. In 2000, Patrick was recruited by Waitt Media of Omaha, Nebraska to market their broadcast TV-Radio, Billboard, and internet properties to regional clients. In 2004, Patrick was recruited to help launch Blue Earth Marketing as an Account/Project Manager.

Patrick primarily account/project manages existing clients but also serves as the Business Development Director. Additionally, Patrick works with clients on developing strategic marketing plans and advertising campaigns and assists the agency with creative copywriting, media planning, media buying, video/TV/Radio production services.