42 Strategic Foundations

It’s easier to create a brand identity on paper than it is to put it into practice. Making the brand promise is one thing. Keeping it is quite another.

Potential customers identify a brand by its artifacts as well as its actions. It makes sense, then, that the process of building brand identity typically begins with an exploration of these artifacts: the graphic identity and program elements. But it quickly goes much deeper. Brand identity work warrants frank, strategic business conversations about an organization’s value proposition and positioning. A solid understanding of the business strategy will result in a brand identity that supports the strategic direction of the business.

Once a business foundation is in place, ...

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