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THEGOODKIDS.CO
NEW Brand Studio In Downtown Bismarck W H AT T H E Y D O The Good Kids serves clients seeking to establish a strong identity through logo, colors, fonts, patterns and messaging. The studio’s services include brand strategy, identity and content creation. What distinguishes The Good Kids from other agencies is their determination to build a solid brand before any advertising efforts are initiated.
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P H O T O BY L E A B L A C K
Ashton Hauff, Dot Frank and Ben Brick represent three of the four-person team at The Good Kids Brand Studio.
BY D OT F R A N K
A new brand studio is making a name for itself in Bismarck. Established in 2019, The Good Kids got its start as a space where independent creatives could work collectively. “Originally, our company wasn’t really a company but a collective,” said co-founder Ashton Hauff. “At the time, The Good Kids was three creatives who wanted a reason to get out of a home office and work under one roof.” Working alongside each other, the trio soon realized they were better together. That epiphany led to the creation of a formal company under the same name. Combined creative
What Is Branding, Anyway? BY A S H TO N H AU F F
experience meant an expansion of service offerings, and clients noticed. “It was exciting to see increased interest in our work and the things Ashton and I could accomplish working together,” said co-founder Ben Brick. The company’s organic growth was strong, but they knew they needed to hire to take advantage of intentional sales. “We were fortunate to cross paths with someone who has a large network, experience in small business and an education in marketing. So we hired her,” Hauff said. The “her” was Dot Frank who joined The Good Kids in 2020 after spending much of her career in asso“Branding” has become a buzzword; it’s tossed around in conversation and coverage of everything from celebrity brands like Michael Jordan to some of the largest branded companies like Target and Google. When you throw in references like brand story, brand strategy and brand identity we’re at a total loss for what branding means. A brand is a business’ reputation built over time. More than a name (Michael Jordan, Target, Google), a brand includes all of the company’s intangible qualities (excellence, fun, helpful). Well branded businesses connect with customers on an emotional level, get commitment, and enjoy referrals and recommendations. Because a brand is reputation, we all have one. Personal brands are recognized as social media influencers, artists, professionals and presidents.
ciation management. Frank has a diverse background that supports her role as the company’s brand evangelist. “When I first met Ashton, I asked the standard introductory question about her job. She quickly shared details about her startup and I immediately suggested they need a ‘Good Mom.’ I’m proud to play that role,” said Frank. After Frank, The Good Kids hired graphic designer Jackson Murphy. Murphy creates greater capacity to assist clients with design services. He also has experience in animation, which is a bonus for businesses that want to incorporate movement into is, why does branding matter? Intentional branding matters because of its influence. The best brands get people to think, act, follow and take a lead. Specifically, branding:
The primary purpose of a brand is to help companies stand out from its competitors. A distinct mark, name, or feeling can quickly set someone apart. Proper branding creates a great first impression and builds a relationship with customers. C R E AT E S C O N S I S T E N C Y
Consistent, reliable experiences are craved by consumers in today’s chaotic world. In fact, studies show that consistent presentation of a brand can increase revenue by 33%. Clearly defined brands create C O N T I N U E D O N PAG E B 3
A Brief History of Branding BY A S H TO N H AU F F
“Brand” has different meanings across different generations. The word first appeared in Ancient Norse, a Scandinavian language, and meant “to burn”. In the 1500’s, brand was commonly used by ranchers who branded cattle to show ownership. During this period of time, a brand was a distinct mark or icon like a modern-day logo.
“BRAND IS A COLLECTION MIND OF THE CONSUMER.” —PAUL FELDWICK Branding became particularly important as a result of the Industrial Revolution. Innovations in manufacturing led to mass production and the proliferation of products. Suddenly, every industry faced increased competition and needed to find a way to stand out - they needed a distinct brand to place on their product. Today, the term brand has evolved to mean much more than a mark burned or printed. Branding is a physical and emotional representation of an organization. SPORTS . . .............................................. E1
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The Good Kids isn’t done growing; they are actively seeking a copywriter and they keep a seat available for anyone who exhibits the same drive, youthful exuberance and excitement for design. Continue to follow their exploits online at thegoodkids.co.
OF PERCEP TIONS IN THE H E L P S YO U S TA N D O U T
Now that you know what a brand
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their imagery.
GOOD
kids
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