Branding Principles – An interview with Alex Valderrama

Branding Articles & News

Branding Principles

Uncover Branding & Corporate Identity principles. Understand Value Proposition vs Brand Essence. This week, as part of our educational series learning4leaders Branding expert Alex Valderrama of Cranium Agency, sheds the light on Branding principles and ways to stand out from the rest and create a unique brand experience that will take you to distance. Feel free to share your thoughts and comments below.

Alex Valderrama is one of the nation’s top wellness and healthcare brand strategists, award-winning designer, author, and the Principal at Cranium Agency.

Through his unique branding expertise, Alex has helped many healthcare brands rise above their competition, build strong brand recognition, create a clear market position, and foster business growth with go-to-market strategies. These brands include IBM Watson Health, Regional West Health Services, Truven Health Analytics, Dentutopia, DISC Events, Shalom Park Nursing Home, Micromedex Health, Keogh Oral Surgery, Spavia, Rashid Pharmacy, and DenteVita just to name a few.

Alex gained his BFA at the International Academy of Design with an emphasis on Visual Communications. He also achieved the honor of Summa cum laude. Alex taught advanced branding and marketing courses and was the curriculum advisor for several universities and colleges.

Alex lectures on branding and marketing topics throughout the design community and the business sector. He has also served as a marketing board member and independent branding advisor for several community development projects, non-profit organizations, business groups, and marketing associations. Additionally, Alex held several board positions with the local American Institute of Graphic Arts (AIGA) and Business Marketing Association (BMA) Chapters.


His agency was named “Best Healthcare Brand Marketing Firm in the USA” by Corporate Vision Magazine and has received over 85 national and international awards from esteemed industry competitions such as Print Magazine, Graphics, and American Corporate Identity. His work has also appeared in over 20 international publications such as The Big Book of Logos 3, The Best of Business Card Design 5, Direct Response Graphics Book, Rockport’s Letterhead, Logo Design 6 Source Book, and Best of Brochure Design 5 just to name a few.


Alex Valderrama

About Cranium Agency

Cranium® Agency is an award-winning brand consulting agency that has been serving businesses nationwide since 1989. Our experienced team produces smart strategies and creative designs that help our clients achieve stronger brand recognition. We offer brand and naming consultations to new businesses as well as those seeking to re-launch. We also provide design services, including graphic design, advertising, and website development. Cranium serves clients ranging from small start-ups to Fortune 500 companies.

Cranium is more than your typical marketing agency.

With decades of branding experience combined with our proven marketing strategies, we’ll help grow your brand and drive more sales.