Brand Building

A brand is not a logo, an identity or a product.

A brand is a person's gut feeling about a product ,service or an organization

Its not what you say it is, but it's what they say it is.

A charismatic brand is a product, service or organization for which people believe there is no substitute

The five most important steps in brand building are

1.Differentiate:

who are you? what do you do? why does it matter?

2.Collaborate:

1+1=11

3.Innovate:

distinctiveness, brevity, appropriateness, likability, extendability, protectability

4.Validate:

bringing the audience into the creative process

if you can't tell who's talking when the brand's trademark is covered then the brand's voice is not distinctive

5.Cultivate:

a living brand is a pattern of behavior not a stylistic veneer