The Berndt Group Always ThinkingA leading Web development & brand communications firm since 1991. Photograph

strategic consulting

strategic consulting


The Berndt Group's approach to brand development involves a mixture of creativity and strong business sense, established best practices and in some cases, focus group testing. We provide strategic consulting for brand positioning, product-to-market positioning, naming, and identity standards.

We consider strong brands to have the following characteristics:

  • a message
  • memorability
  • distinction
  • flexibility
  • appropriateness

Our brand creations have included numerous successful ventures, including the re-branding of SafeNet (a major publicly traded Internet security firm), as well as the development of brands for The Foundry, Xlipstream, Maryland ArtSource, and many others.

These assignments have typically involved more than the creation of a logo, for instance the development of identity guides, message systems, and brand bibles—in some cases including sub-brands or product families.



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