Brand Tools     Brand Decisions    Brand Strategies

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.

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.