Brand Identity Essentials

99 99% Perspiration

An inspiring business plan that addresses a commonly understood human need provides the best of inspiration for a brand identity. If the brand story is clear, then the work requires translating the brand into various media and messages.

It can be difficult—though not impossible—to develop an inspired brand identity without inspired positioning. This is where marketers get a bad name. Indeed, many less than satisfactory brand experiences have been promoted with excellent campaigns. However, the smell of false advertising ultimately will rise as consumers become savvier about brand promises—and more willing to hold brands accountable when their promises are broken.

Customers increasingly look for brands that inspire them. Building ...