Vision
Authenticity
Value
Commitment
Meaning
Sustainability
Coherence
Differentiation
Flexibility
A brand is an asset that needs to be protected, preserved, and nurtured. The best companies provide their employees with tools that make it easy to be a brand champion.
Creating it is the indisputable goal of most organizations. A brand is an intangible asset—brand identity, which includes all tangible expression from packaging to websites, upholds that value.
The best brands stand for something: big idea, a strategic position, a defined set of values, a voice that stands apart.
Brands that are open to change need to have this characteristic in their brand identity systems in place to quickly seize new opportunities in the marketplace.
Organizations who know who they are, and what they stand for, start the identity process from a position of strength. They create brands that are sustainable and genuine.
Behind every successful brand are passionate leaders who inspire others to see the future in a new way.
Brands are messengers of trust. Consumers are reassured by trademarks that are recognizable and familiar. Durability is achieved through a commitment to the equity of a central idea over time, and the capacity to transcend change.
Why should consumers choose one brand over others? Brands need to demonstrate it and make it easy for customers to understand what that is.
The quality that ensures that all the pieces hold together in a way that feels seamless to the customer. It doesn’t need to be rigid and limiting—rather, it is a baseline designed to build trust, foster loyalty, and delight the customer
