36 My Brand

As personalization moves from luxury to expectation, it will no longer serve as a brand differentiator. Leaders in the brand identity space will need to consider the role personalization plays.

It’s not likely that all aspects of a customer experience will need to enable personalization. Careful consideration of the customer needs and the brand promise will help define the hallmarks of the brand identity. Whether personalization plays a prominent or secondary role is a strategic choice made by brand managers. As with identity programs, an understanding of the brand identity foundation will help determine how design can best help express a value proposition.

One thing is certain: Consumers like personalization and they’re not giving ...

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