“Brand” is a wholly misunderstood concept.
- Most companies, including creative firms, confuse this with identity design.
- They are primarily reverse engineered by “creatives” who are adapting predetermined concepts instead of practicing good science and learning the problems before proposing a solution.
More than intuition, a brand needs proof.
- Research first, design second.
- Plan, Build, Execute, Evolve. In that order.
A “Brand” is a living organism.
- It needs to be both nurtured and trained. And, occasionally, they need to be left to die.
- Developing a brand is a constant fight between rigidity and flexibility of standards.
A brand is not a band-aid.
- The best strategy for a brand = honesty.
- Brands do not fix the bad habits and mediocre products.
- Brands do not work as topical applications. They need the total buy-in of leadership and need to be based on institutional understanding.
A brand is best thought of as preventative healthcare for organizations.
- It won’t fix all of your problems. It won’t run your company for you. However, by following its good practices you will ensure much better chances of success.
- Some organizations don’t need it. Some can rely almost entirely on them. But, the general rule is that it is only part of larger set of habits.