Are the “Keys to Success” Really Opening Doors for Your Brand?

All brands want to grab people’s attention. But getting noticed is only step one. When you harness someone’s attention, what will you do with it?


Don’t get me wrong, building brand recognition is no small task. But the path is established. Consult any marketing blog and you’ll find the same cookie-cutter “keys to success” listed —beautiful design, a functional website, social media marketing, and so on.


That is the what, not the how or the why. Any brand can follow a proven marketing formula, but few will actually get the results they want. 


The real keys to success are authenticity, storytelling, and consistency. A successful brand is one that is intentional in each element – from color to word choice to imagery. These decisions are not random—each must say something.


Let’s break these down, starting with authenticity.




Consumers are adept at spotting phony brand messaging. It’s why a lot of brands fail – because they can never nail down their true identity. If your tone is edgy and snarky, own that; if you are more community-oriented, friendly and warm, own that too. Whatever kind of brand you are, if you stick to it, you’ll eventually establish the base you’re looking for. According to’s findings, 88% of consumers want to support authentic brands


Don’t know where you stand? Fortress can help with that too. Through our “Brandstorm” process, a comprehensive brand development playbook, we have experience building brands from the ground up. Yours could be next.




Storytelling is absolutely essential to opening doors for your brand. Consumers want to know what your motivations are, where those motivations come from, and why they should lead them to utilize your services or buy your products. There is a fine line to walk here, because doing too much talking about your own brand without an application of why that should matter to the consumer, you will risk the story falling flat. Focus on the consumer’s problems and why you’re best positioned to solve them, don’t just vapidly talk about your brand. 


As an example of how storytelling can make a difference in branding, look at Fortress’ work with nationally-renowned civil rights law firm, Action Injury Law Group. Led by Andrew M. Stroth, this Chicago-based firm addresses instances of police brutality against minority communities. 


Action Injury did not need help building a reputation, but their goal was to acquire more clients and turn their tragedies into justice. We built a website that featured case studies of how they have helped people in the past, and outlined both visually and in writing how they plan to continue doing so in the future. 


Take a look at the full case study here. 




Consistency and authenticity work together to achieve the same goal of elevating your brand’s reach, and in turn, its bottom line. According to Marq’s 2021 report, consistent branding can increase revenue by an average of 33%. 


Consistency can mean many different things, but consistency of messaging is the most crucial. In 2022, social media is the most important place for consistency in brand messaging. Find a rhythm of how often you want to appear, plan out what type of content you want to post and pay attention to what’s working. What type of posts are getting the most engagement and generating the most conversions? Having the answers to those kinds of questions will go a long way. Social media leaves room for experimentation – no doubt – but it must be well thought out if you want it to move the needle. 


At Fortress Consulting, we build brands by telling their story in every detail. This personal touch combined with over a decade of success in web design, web development, and digital marketing helps us transform our clients’ brands, and also their lives.


That is our mission. What’s yours?


In the world of branding, a slogan is akin to a thesis, establishing values and rearranging perceptions with every word. Think about the brands you love; chances are, they have connected with you through their written words. A great slogan is a condensed mission statement, reminding the consumer that they and the brand share the same attitude towards the world; that they and the brand are friends, willing to do right by one another. In this blog, we are going to discuss the significance of slogans, provide insight on what to do and what not to do when crafting a slogan, and reference case studies of brands that Fortress has helped discover slogans and taglines for through our Branding and Corporate Identity Services


The Best Slogans in the World


We all know these slogans, but do we know what makes them so memorable? Let’s start with Nike’s “Just Do It.” This slogan is brilliant for a few reasons; it is extremely brief at only three words and eight letters; it is motivational and fits with their brand philosophy of pushing one’s physical limits and being prepared for adventure; and lastly it is works as as a subliminal message that helps users make their decision to buy from Nike. Debating on getting that new pair of running shoes? “Just Do It.” Enough said.


Next up, Apple. Their iconic slogan, “Think Different,” encapsulates the very essence of their brand philosophy. It’s not just a call to buy their products; it’s an invitation to embrace innovation and individuality. In just two words, they’ve managed to capture the spirit of those who dare to challenge the status quo and break new ground. 

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SENIOR Designer

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      SENIOR designer

      Full Job Description

      Fortress is a fast-growing digital marketing and branding agency headquartered in Chicago that has worked with clients ranging from global corporations like Nike, Jordan, All-State, Acura, athletes, and celebrities like Kevin Hart, Steph Curry, prestigious universities, startups, and everyone in between. We believe in putting family first, being team players, staying humble, and being obsessed with our clients’ success. We provide a unique and energetic culture that fosters creativity and camaraderie.

      We’re currently seeking a full-time Senior Designer to join the team and work out of our Chicago, IL office. The right person for this position sees the bigger picture while remaining passionate about the details.

      You’re knowledgeable and skilled in Web, Branding, large-scale marketing campaigns, and more. You’re a jack of all trades in creative software, but you also have a passion for design beyond the screen. You understand that great design is in the nuance—that subtle cultural references should be woven into the things you create and every project should be approached with the end-user at the center of it. You love working on a team with diverse perspectives and you’re willing to learn from as well as build up those around you. At the core, you’re a problem solver with a knack for making things look good.


      • Contribute to various projects in web, brand identity, and print across multiple industries
      • Collaborate and ideate with the design and marketing teams, while also giving and receiving feedback on designs
      • Create presentations and asset kits to be delivered to team members, clients, and partners
      • Present your creatives to clients with the ability to back up your ideas, while also being open to new ideas and critiques


      • 3-5 years of experience working in design and digital marketing
      • A strong portfolio with a diverse array of work and a strong foundation in basic design principles (typography, layout, color, UX/UI)
      • Problem-solving and storytelling abilities
      • Multi-tasking and prioritization skills
      • Experience working in Adobe CC and Figma
      • 3D, Animation, Video Editing, and Photography is a plus
      • A collaborative mindset
      • A good sense of your own design and visual style
      • Attention to detail
      • A passion for growth and a never-ending curiosity

      Job Type: Full-time


      • 401(k)
      • 401(k) matching
      • Dental insurance
      • Flexible schedule
      • Health insurance
      • Paid time off
      • Professional development assistance
      • Vision insurance


      • 8-hour shift
      • Monday to Friday
      • Weekend availability

      Supplemental Pay:

      • Bonus pay
      • Commission pay

      Ability to commute/relocate:

      • Chicago, IL 60642: Reliably commute or planning to relocate before starting work (Required)


      • Graphic design: 6 years (Required)
      • Web design: 4 years (Required)


      Apply by filling out the form and someone will be in touch with you.

        Attach Files (Resume, Portfolio etc.)



        Someone from our team will reach out to you about your project soon.