To build a strong brand, begin by examining your relationship with the marketplace – and more importantly, the specific segment of the market that you want to reach, known as your target audience. Ask yourself who you are, who needs to know and why should your audience care.
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A strong brand is built on the foundation of relationships.
Your brand runs deeper than the visual expression of a logo
A brand is the market’s perception of an organization – it’s not the cool saying on the back of a shirt. For that matter, it’s not a logo, a catchy slogan or a vision statement either. A brand is a relationship with the marketplace, and like all relationships – it has to be authentic. The act of “branding” is often misrepresented by well meaning graphic designers. It’s frequently rolled into logo design, or lumped in with marketing and identity development, but real brand development is the practice of crafting experiences – authentic experiences – that accurately reflect the mission, vision, value, culture, and personality of an organization (design and creative is the execution).
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