TIV = This Is Vital

When we started TIV Branding in 2009 we went through the process of defining the key components of our agency: Creative. Innovative. Collaborative. The list went on with the common themes being a level of inspiration, a quality of work, and a focus on client relationships that we still strive to carry through our work to this day, 15 years later. The other common theme turned out to be the sound “tiv” at the end of each descriptor, which is where our name came from. TIV Branding. I’ve regretted it ever since!

“Regret” is probably a strong word. It has definitely been a consistent conversation… “What does T.I.V. stand for?” Or perhaps “This is Brandt Hoekenga from Tee-Eye-Vee Branding.” My response has been to explain the creative, innovative, collaborative thing. It prompts me to reinforce the core values of the agency, but it has always come off as a bit cute.

Fast forward to several years ago. We have always encouraged clients to have a tight positioning, which means a clear, well-defined and targetable audience. Rather than being an agency that does everything for everyone, we needed to be an agency that does a specific thing for a specific audience. Here’s more about positioning and the power of tight positioning.

I decided needed to “use my superpower for good” as I’ve said many times. Let’s be clear: This is not only a statement about wanting to do good in the world, but it’s also bravado. I’m clear that my talents are far from superpowers, but I’m also clear that they have a value. And in my eyes the value is to use that power, super or otherwise, for good causes. And so we focused our positioning and our outreach towards environmental and social causes.

What Is So Vital?

There are four areas of focus that we feel need our attention right now. And yes, they are, without question, vital.

Social Justice

Through our work with United Way of the Wine Country, we have been lucky enough to be involved in a number of programs that center social, racial and financial justice. Learn more about our work with United Way and how you can join our efforts.
(Link to campaign page) (Link to website) (Link to Learn with Us)

Environmental Education

Through our work with the City of Santa Rosa Water and in turn with the Russian River Watershed Association, the County of Marin, Napa County, and Contra Costa County we have developed and managed the Streets to Creeks campaign since 2018. Learn how the campaign is teaching people how to keep our waterways clean.
(Link to campaign page) (Link to website)

Youth Development

Through our work with Hauth’s Family Taekwondo we are working to build and reinforce the mindset and values lacking from the development of our local youth. We continue to build the brand, develop programs, and support in the outreach efforts of Hauth’s since starting as students in 2014.
(Link to website)

Healthcare for Everyone

Through the years we have worked with several healthcare providers. Most recently we began working with Alexander Valley Healthcare in an effort to build their brand in the Cloverdale and surrounding areas and support their expanded health and wellness center.
(Link to website)