Brand FAQs
This page, more than any other, will constantly evolve. The purpose of this page is to act as a repository for commonly asked brand questions.
What are Living Brands?
All brands need to have a clear vision and a reason for existence. A Living Brand knows its vision and purpose and evolves with time to create, maintain and strengthen its connection with its audience.
What is Marketing?
The traditional definitions of marketing state that it is the act of building curiosity, creating awareness, and influencing purchase decisions.
However, we say that marketing is the consistent effort of building communities around a brand. This blog goes into this concept in greater detail.
What is a Brand?
A brand is a gut feeling a person has about a product, service, or company. It cannot be controlled, but it can be influenced. Your brand is never what you say it is. It is what they say it is. - Marty Neumeier
What is a Brand Persona?
A brand persona is the emotions, values, and offerings that are identified and designed around a product, service, or company. Its purpose is to help create an emotional bond with customers, which could eventually lead to trust.
What is a Slap-on Logo?
A slap-on logo is one that is created with little to no strategy behind it. It is simply a logo quickly created as an identifier for the company. Once created, it is ‘slapped onto’ visiting cards and the website, to the sound of trumpets declaring “Branding Complete!”
A logo’s purpose is to identify. But for it to identify a real brand, a logo needs to be backed by Brand Strategy.
What are Brand Badges?
Brand Badges are symbols we create to help reinforce the core values of a newly rebranded company. We associate a symbol with a core value and use these symbols across strategic communication to help increase awareness and recall of the brand values. This blog post goes into greater detail about Brand Badges.