What defines a brand?

When launching or managing a business, creating or repositioning a brand, it’s essential to understand what defines the brand. There are multiple components, but there’s one that stands out: the audience’s perception of the brand.

This is a key factor. The customers and potential clients are the ones who define what a brand really is, based on how they perceive it.

Your brand is not what you say it is. It’s not the product you sell or the service you provide. It’s what your audience says it is. What they think about it, the way they perceive it. It’s your brand’s reputation.

“A Brand is a person’s gut feeling about a product, service, or organization.”

(Marty Neumeier in The Brand Gap)

How can we influence that gut feeling?

How can we shape the way the brand is defined by its audience?

Through Creative Strategy + Logo & Brand Identity Design.

The Creative Strategy is a specific action plan to connect the brand with the ideal customer. It surfaces and identifies unique insights about the brand and about the ideal customer, defining who the brand should target and how to talk to them. On one side it defines why the brand exists and it comprises the brand’s positioning, mission statement, values and direction. On the other side it focus on the ideal customer, on what they need and on the gaps the brand can fill. The Creative Strategy defines how to align the brand with the ideal customer and it serves as the foundation for the design execution.

The Identity is a set of visual elements that help a brand to communicate consistently, showing the brand’s personality, values and promises. It’s how the brand presents itself to the target audience. It’s how we influence their perception about the brand. Some of the tangible elements that compose the Brand Identity System are logo, colors, typography, patterns and other bespoke elements. The Identity supports all the other deliverables that play an important role at different touch-points: website, social media, packaging, presentations, brochures, business cards, letterhead, uniforms, and others.

Creative Strategy as the foundation of Brand Identity Design. It’s a combined force to be reckoned with. It shapes the way the brand is perceived by the ideal customer. It guides behavior and influences decision, playing an important role in boosting sales and in growing the business.

Want to find out how Creative Strategy & Brand Identity Design can help your brand?

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