BrandingThe strategic component of branding is differentiation through creative design Brand is a person's perception of a product, service, experience or organization. A brand is not what the company says it is -- it is what individuals say it is. From a company's point of view branding is aspirational. It hopes to communicate it's message -- which is it's promise. Brand identity is the outward expression of this promise. Strategic, creative deign must connect with individuals on many levels to arouse passion and create trust. This can not be accomplished simply with pretty pictures. It is the science and psychology behind the images that reach deep into the minds of people. Every time people com in contact with the brand it has the opportunity to reach them. Each of these touchpoints should reinforce a consistent message that communicates the essence of the brand.
|











