Tungsten Branding Provides Rebranding & Repositioning Services for CA-Based Business Consulting Firm

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BeaconPath reflects the company’s brand positioning of leadership, guidance and direction.

Tungsten Branding Company Logo

Tungsten Branding has named and branded over 200 regional, national and international companies, products and services.

Tungsten brought an incredible focus to our team and created a future for our brand that we could never have accomplished on our own.
-- Jennifer Kuemerle,
Director of Operations,

Tungsten Branding announced its latest company rebranding initiative this week. California-based HR, insurance and employee benefits provider (formerly Bray & Associates) unveiled their new corporate identity as BeaconPath. "The move reflected their expansion of services and desire to highlight their leadership role, one of an integrated provider of human resource and business service solutions," stated Tungsten founder Phillip Davis.

The need to better communicate the company’s key attributes drove the branding initiative. The one-person startup, founded by Rhett Bray in 1995, had grown to nearly two-dozen employees serving professional services, healthcare and IT companies.

“We had a legacy brand name that required more and more explanation as we grew,” stated Bray. “We knew that to strengthen and consolidate our brand image, we needed a timeless name that showcased our ability to lead, guide and direct high-growth companies as their business needs evolved.”

The company then reached out to Tungsten Branding, a North Carolina-based brand development firm specializing in company naming and brand positioning.

“Our first goal was to take the team through a branding exercise that helped them identify their ‘pivot point,’ or the unifying principle that runs throughout all their service offerings,” stated Davis. “By connecting to core attributes, a brand can transcend legacy or product-specific identities that become restrictive or problematic.”

Jennifer Kuemerle, BeaconPath’s Director of Operations concurred. “From all the possibilities presented, we selected a name that spoke to our key attributes of clarity, insight and direction. The tag line 'Brighter Solutions. Better Performance.' further strengthens our message and provides an instant segue into our business service solutions.”

The brand makeover also included a new corporate logo design, an exact matching domain name, collateral design and matching social media pages -- including custom Facebook and Twitter layouts.

“Tungsten brought an incredible focus to our team and created a future for our brand that we could never have accomplished on our own,” Kurmerle continued. “The level of expertise and support provided by Phil Davis and his team was absolutely exceptional. Our company has a new voice to share with others and we are grateful to the Tungsten team for their relentless efforts to pursue our success.”

Creating corporate identities is a bit like threading the needle according to Davis. “There are so many more factors to consider when naming a company. With the addition of web and social media, finding the right company name, one that is not only available but also means something, can be a real challenge. Our end goal is to create congruency between what a company is at its very core and what it communicates to its audience. If we’ve made that connection, then we’ve done our job, and the company will naturally shine.”

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Phillip Davis
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