To conclude my three-part series on brand as identity, let’s focus in on what a created brand should do.
Brands are more than logos, names, and appearance. While we may be able to immediately identify what an image of a swoosh, a mermaid, or a red and white target represents, we recognize more than just the company behind it. We think of what it provides, what it embodies, what has been said about it, etcetera. Continue Reading →