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Perhaps TIV Rebranding is More Accurate


That title just gave my partner a heart attack. No, we’re not rebranding TIV. Again. The point is, we are hired more often for rebranding projects than branding projects. I’m not sure why, but I’m not complaining. I love the opportunity to build on the equity of an existing brand. I’m going to say that word “equity” a lot, so let’s start there.

Brand Equity

When using the word “equity” in the context of a brand, the most applicable comparison is a home. You purchase the home, make your payments and build equity. At some point, you may look to refinance and you have the opportunity to pull money out if you’d like. Or not. You have to weigh the money put into the home against the benefits of pulling cash out.

Rebranding is not unlike refinancing. It may be a bit of a stretch, but how far you deviate from your known brand IS like taking money out and choosing to invest it in the future. The last thing you want to do is change things so drastically that you’ve emptied out the coffers and need to start completely fresh. But you need to make enough of an impact that it’s worth the time and effort to go through the process.

Recent Rebrands

Occidental Leather

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Occidental is the Kleenex of leather tool belts. With the same number of people searching for “leather tool belt” as “Occidental Leather” we knew we had plenty of equity and could push the new branding to appeal to a new audience.


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A high-tech company needs a slick brand. That and the fact that the company was known more as “wine software” than Microworks lead to a redesigned icon and reworked naming hierarchy.


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Friedman’s is a local mainstay and with their level of brand recognition, we knew there was an opportunity to build a version of the logo where the icon was front and center and could eventually be used on its own.

Circuit Rider

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Circuit Rider was the original name of the Center for Social and Environmental Stewardship. We were hired to build on the established brand and pull in the well-known local Circuit Rider name.

Brandt Hoekenga is the Founder and Creative Director for TIV Branding


TIV Branding is a boutique branding firm in Sonoma County, California. We specialize in building brands by using traditional, social, and digital channels in unison. If you would like to discuss a project or find out more about how we do what we do, please email us at info@TIVbranding.com.