Brand Strategies

Brand Tools     Brand Decisions    Brand Strategies

Change

Competition

Originality

Positioning

Users

Research

Commitment

Touchpoints

Systems

Inspiration

Purpose

The foundational elements of brand building can be the most elusive, but they are perhaps the most important. These essential strategies change the least and enable other work. Brand builders seek answers to these hard questions first. Going deeper and getting to the core philosophy takes longer, but pays off over the long term because understanding the motives behind customer decision making creates a firm foundation. The most cohesive brands last.


Above: Tarot Cards of Tech by Artefact

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.