1. Running Head: BRAND IDENTITY GUIDE 1
Brand Identity Guide
Dawn T. Mangham
BSB
August 19, 2012
Mangham73@fullsail.edu

2. BRAND IDENTITY GUIDE 2
Brand Name
Admittedly, when the course started, I had no given much thought to a
company name or brand name. As the weeks have progressed and the
importance of branding has been demonstrated, it has become apparent that I
needed to revisit this component of my business. For week one’s assignment, I
chose Mangham Management because it was simple. It did not require any real
thought. However, I am looking to change the name I previously submitted to The
Maxima Collective. That being stated, this change is tentative.
The backstory for this name is two-fold. The first aspect of the name is to
honor my mother. Her name was Maxima. The second aspect is what the word
maxima means. Merriam Webster (2012) defines maxima as “the greatest
quantity or value attainable or attained”, the plural of the word maximum (para.
1). I chose the word collective because my company will be a group of people
interconnected by purpose and driven by vision. It will be a body of people
working collectively to empower our clients.
This name actually falls in the suggestive category of trademarks. This
name, as Hoosear and Evans (n.d.) state, “makes no direct reference to the
product itself or to any component, characteristic, feature, or ingredient of the
product” (p. 2). The name does not immediately convey what the company does.
However, the connection to the name lies in the concept that The Maxima
Collective will provide services that help clients reach their greatest attainable
value.

3. BRAND IDENTITY GUIDE 3
Finally, the company name is protectable according to the information
search on the USPTO.gov site. Additionally, the domain name is available
(GoDaddy.com, 2012). Unfortunately, an alternative domain for a shortened
version of the company name, The MC, is not. This shortened version seemed
like a clever play on the concept of MCs commonly referred to in music.
Logo
The Maxima Collective logo, while relatively simple, reflects the heights
that the company would like to take its clients’ careers to. The logo is constructed
of a star with one side bearing a golden color with the other lines dark blue, the
company name and tagline beneath in dark blue. This simple color palette does
not distract and draw the eye in too many directions. It keeps a very elegant
form. This elegance is something that The Maxima Collective wishes to keep.
This logo is successful because it speaks to the concept of greatness and
high-mindedness. It actually gives the person viewing it the feeling of ideals. This
message is very concise. However, as is intended, it does not readily expose the
products and services that the company offers. This aspect is intentional for two
reasons. First, it does not pigeon-hold the company to a specific type of client.
Second, it rouses a curiosity in most people to inquire. If a business card is
placed into someone’s hand bearing the logo, it is likely that they will have the
question, “what do you do?” This opens the door for further dialogue.

4. BRAND IDENTITY GUIDE 4
Tagline
“Excellence runs in our family” is the tentative tagline for The Maxima
Collective. This tagline is symbolic of several things. The first is that the company
operates under the premise that clients should be treated with the consideration
of family, fairly and ethically. The Maxima Collective wants to stand as an
advocate for our clients in the way that a family member would, fervently.
Second, The Maxima Collective is devoting our efforts to helping our clients
reach their greatest success and excel.
Based on the categories presented, this tagline is descriptive. It conveys
the brand’s promise. Further, it should speak to customers and clients because it
sets an expectation for the level of service they will get by doing business with
The Maxima Collective. Additionally, it should convey that once they partner with
the company they are a part of the family from whom excellence is expected.

5. BRAND IDENTITY GUIDE 5
Corporate Culture
As previously stated, The Maxima Collective is a company that wishes to
aid and empower emerging artists in their quests for success. To this end, the
company has several important objectives that will be the foundation of its
corporate culture. One objective is to advocate for clients to receive fair and
ethical representation. Our focus is to protect artists from being taken advantage
of by a morally bankrupt system. A second objective is to empower clients by
providing accurate information. Our commitment is to be forthcoming with the
information that people need to make the best decision. A third, and final,
objective is to put relationships over profits. Our desire is to convey to our clients
that they are a priority.
To carry out these objectives, The Maxima Collective will implement three
main practices. The Maxima Collective will maintain an open, transparent
business operation, keeping detailed accounts of all business done on clients’
behalves and conferring with clients about all decisions that affect their careers.
The Maxima Collective will maintain a staff that display concern for putting the
clients’ needs above momentary gain and that staff will be regularly evaluated on
their performance by client reviews. The Maxima Collective will also host periodic
events that bring staff and clients together to foster dialogue and gain new
perspectives.
Mantra
The Maxima Collectives mantra is “Relationships before profits”. The
company wishes to impart on its staff and clients that with an excellent product,

6. BRAND IDENTITY GUIDE 6
dedicated work ethic, and positive disposition profits will come. The company’s
focus is to treat everyone with the respect and decency that one would extend to
a member of their own family. Doing this, the company will build a reputation that
goes against the image that most people have of artist management.
While this mantra speaks heavily to The Maxima Collective’s employees, it
is a mantra that translates just as easily to clients. It speaks to the desire that
people have to be treated with respected and dignity. This mantra is concise and
memorable and demonstrates the promise that The Maxima Collective makes to
each client it represents. Finally, it challenges every member of the company to
selflessly approach their work.
Product Mock-up

7. BRAND IDENTITY GUIDE 7
Competitive Brand Analysis
The following logos are from three business competitors. These logos are
very succinct. The are basically comprised of the initials of the company or the
company name. The only logo with any complexity is the RecThisCity logo with
has the company name laid over a city. These logos do not necessarily give
great insight to what the companies do. One would have to do a little research to
find out what services the companies offer and what genres of music they
represent.
None of the companies had a clear mission statement. Each, though,
appears to be determined to offer competent artist management to their client
base. Additionally, none of the companies had a tagline. However, RecThisCity
Management (2012) conveys the initiative of “finding the truest, most talented
artists and producers” in the Hip Hop genre (para. 1). The company boasts a
smaller team that can dedicate itself to the success of its clients.
This is very similar to what The Maxima Collective wishes to offer.
However, The Maxima Collective will not be limited by genre or size. The concept
of The Maxima Collective is to offer a personalized approach to career
development regardless of company size and across many genres of music.
Therefore, the vision is for the client and the company to reach an unparalleled
level of excellence.
Competitor Logos.

8. BRAND IDENTITY GUIDE 8
(Union Entertainment Group, 2010)
(Chief Music Management,
2012)
(RecThisCity Management, 2012)

9. BRAND IDENTITY GUIDE 9
References
Chief Music Management. (2012). About. Retrieved from
http://chiefmusicmanagement.com/
GoDaddy.com. (2012). Domain search. Retrieved from http://godaddy.com
Hoosear, J. V., & Evans, J. (n.d.). Pursuing strong brand. Retrieved from
http://www.iam-magazine.com
Merriam Webster. (2012). Maxima-definition. Retrieved from http://www.merriam
-webster.com/dictionary/maxima
RecThisCity Management. (2010). Hip-Hop Management. Retrieved from
http://www.recthiscity.com/
Union Entertainment Group. (2010). About. Retrieved from
http://www.ueginc.com/about
US Patent and Trademark Office. (2012). Trademark search. Retrieved from
http://uspto.gov