The American Branding Association was originated by a group of established Seattle-based graphic designers in Spring of 2001. Since then, it has blossomed into a behind-the-scenes resource for every aspect of the branding process imaginable. Though our main focus is assisting those wishing to hone or develop brands, we also connect copy-writers, instructors, designers, experience strategists, translators, and national manufacturers seeking to market their products overseas. In short, the ABA is the networking hub for all things branding. Long prior to the launch of our site, the ABA proved itself as an invaluable asset in connecting knowledge, skill and expertise to those in need.

Why Seattle? Location, location, location. The Pacific Northwest is very easy to fall in love with. Whether you are a native, or have relocated from Boston, New York, Atlanta, Chicago, D.C., L. A., or beyond, one thing is apparent -we have it all. Beaches, lakes, mountains, cities, wildlife, vast natural landscapes, excellent colleges and universities, fresh seafood, the Northern most rain forest on Earth, and some of the most well established super brands on the planet. In addition, not only do we have a long proven standing as a progressive sustainable-green mecca, where designers are renowned for pro-environmental print solutions, Seattle also happens to be the gateway to the Pacific Rim. The largest and closest port in the U.S. with ties to overseas manufacturers/suppliers in China, Japan, Taiwan and Korea.

So why an association focused solely on branding?

While many believe that practice and familiarity with branding is prevalent throughout the United States, the sad fact is, it is not. We meet with CEOs, Presidents, VPs and entrepreneurs every week who have no idea what to do, or how to go about doing it. Our organization helps the business community understand what makes a brand effective; then if they request it, direct them to firms or other resources who will best suit their needs.

What led to this? Our community was often asking itself, "While most senior management and business owners claim to know a great deal about branding, why were they not the majority of our clientele? Nor seemingly the majority of most clientele other designers worked with? Were they just too embarrassed to admit the truth?" Example, when we purchased the domain for this site, our representative (who's the co-owner and supposedly "ultra brand-savvy") asked us, "Do you guys actually brand sheep?" -He was serious.

Adding injury to insult, in September of 2008 Google erroneously removed our indexing while we were uploading new content. When we contacted them, their representative told us "Yeah, you're right, you're not coming up. Does your site promote cruelty to animals?" We were completely taken aback, "You've GOT to be kidding." What really happened was that as we were uploading new content, their crawlers came in and read our domain as vacant. But the fact that they thought' branding' was some sort of animal tagging business gave root to our raison d'etre. Were Google's representatives really that clueless? A company whose root purpose is to promote the sale of branded products? -American business is in big trouble.

Do you still think branding is widely understood and commonplace?

It depends on one's exposure. Although the term "branding" in its current meaning has been around for quite some time, having gone through the buzz word circuit, many have no idea what branding is, nor how to ensure a brand's healthy proliferation. Even seasoned branders cannot come to an amicable agreement on a definition. Even so, this was a term that was originally used by graphic designers in developing an entire system for a business's identity -Not just the look; but the sound, feel, scent, shape, color, language, name -the persona of a business. Many designers were taking on these tasks without actually having a name attached to it. When it became realized that such efforts went above and beyond the scope of traditional "design", the term branding came into being for a service that went beyond the traditional scope of creating aesthetic.

In addition to this, we all agreed that so much could be done in moving forward, if:

• We didn't have to spend hours in meetings trying to explain the basics of branding. How nice it would be if all of our clients had a grasp on, or were familiar with, what it was we were talking about.

• Branding was something discussed outside corporate marketing meetings, during the creation of brand guidelines, or persuading our clients that, "Yes, you do need to stick to the guidelines. That's what they're there for."

• Branding education was easily accessible to small businesses and schools. And mandatory for all MBA and Entrepreneur programs.

• We weren't spending hours trying to locate new vendors to meet a project's green reqs.

• We weren't talking on the phone with students who were asking us which local schools we thought they should attend.

While it is true a few branding firms offer prospective clients reading materials on branding, it is often alluded that such materials are really only meant for paying clients (or prospective paying clients), and not the general public. Which frankly, we thought unproductive. So what about the rest who are prospective business owners? We felt there should be a non-bias, free-source organization in support of brander-to-public combined goals. The American Branding Association feels that to make the science/art of branding available to everyone, not just businesses, we will further the public's desire in promoting change, progress, and stoking the fires of passion for nationally grown commerce. Whether on a commercial focus or to promote social change, the ABA will do everything in its power to extend the importance of effective branding to the American community.

With your support, the ABA will assist in making our nation a leader of progressive branding once again. We have a tremendous amount of intellect and talent here in the U.S. Help us put more to good use.