Brand building can be broken into two primary endeavors: brand meaning and brand experience. Brand meaning is a key question involving positioning—making strategic choices about audiences and promises. Brand identity is about perception, what people think, and what you might want them to think.
Brands are ideas, perceptions, promises. Future-proof brands reflect the values of the people they serve beyond today's offering. They can reflect a specific human need to a depth that products, services, or even the organizations offering them cannot. When an organization invests (both monetarily and emotionally) in discovering these human needs – the things their customers value – then that organization has taken the first step toward a brand claim that can outlive market changes.
Our book, Brand Identity Essentials, explores brand evolution and more.
Brand Identity Essentials, Revised and Expanded by Kevin Budelmann and Yang Kim, published by Rockport Publishers, an imprint of The Quarto Group.
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