Brand  Decisions

Brand Tools     Brand Decisions    Brand Strategies

Psychology

Wit

Trends

Media

Personalization

Process

Prototyping

Multiples

Standards

Investments

Ownership

Just below the waterline are decisions that inform creative expression but require a broader reflection of a brand personality. Often, these traits are identified indirectly. For example, it can be easier to describe the character of what you’ve done after the fact. Brand builders strive to be proactive in making these essential decisions to inform the creative process. Staying ahead is not easy because the path is not always straight. However, a better understanding of brand themes and approaches will enable creativity and make editing easier.


Above: Spotify by COLLINS

This framework is from Brand Identity Essentials, now in its second edition. You can buy the book and download our Brand Curriculum and Brand Audit template.

“Brand Identity Essentials, Revised and Expanded” by Kevin Budelmann and Yang Kim, published by Rockport Publishers, an imprint of The Quarto Group. Copyright © 2010, 2019 Quarto Publishing Group USA Inc. All rights reserved.