Late last year, Alina Wheeler published her 5th edition of the branding classic, Designing Brand Identity (Wiley). It is a book around which I’ve managed global brand teams, and which I still apply in my consulting work. This time, I was given the honor of contributing to it, defining new chapters on brand strategy and brand initiatives, the crux of my firm’s business.
One of the pieces I shared in Alina’s book is what I regard as core guiding principles of brand strategy. There are six of them and, over the coming weeks, I will share them with you. I hope it encourages you to percolate, comment, and get inspired with your branding work.
This week’s guiding principle is:
A brand’s job is to cohesively express a company’s core purpose. The design of brand messages and identity is an art, grounded in science. The art is about connecting the brand with customers where they are at, responding to data and experiments to guide brand choices on what is said and how it is expressed visually and verbally. Good branding is cohesive and can trace itself back to a company’s core purpose.
Here’s a link to Alina’s book, a must-have in every brand team’s library.
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@smunthree | The Union Marketing Group | www.theunionmarketing.com
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