Creating a Brand: A Designer and Non-Designers Guide to Building Your Brand

The brand as a concept is actually quite straightforward and can be reduced down to one core idea. Consistency.

The consistency within a brand is paramount to creating the cohesive unit that is going to define your outgoing message. Your brand is largely built from many components, or touch points that your business controls. Each touch point should be sending a similar message through its various avenues of communication: think of the five senses. Your brand is how people will experience your business via the various sense we have, then come to be familiar with those experiences through repetition in their message.

A note on consistency for anyone who will be challenged with using a brand creatively. Consistency when building or growing a brand should not mean a restriction in your creative freedoms. The brand should stay true to a few core ideas, but should also be allowed to live and breathe, expanding its own borders...

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from Vandelay Design http://www.vandelaydesign.com/creating-a-brand/