Brand Bible

F39 Job:09-26878 Title:RP-Brand Bible

#175 Dtp:204 Page:240

(RAY)

001-320_26878.indd 240 10/7/11 10:23 AM

BRAND BIBLE240

(Text)

how To Brand

a paper producT



It’s all about “the brand promise.” Every brand

communicates to the public what it promises to

deliver on. This is done through marketing, commu-

nications, and design, and all of that adds up to

how the brand presents itself and its products. The

public then evaluates that brand on whether or not

it’s keeping that promise. Does the brand messaging

ring true? Is it resonating? Is the company acting

the way it told you it will? People develop an anity

for a bra