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What a Brand is Not

What a Brand is Not

An Authentic Brand extends far beyond its superficial attributes:

  • A logo
  • A corporate identity
  • Marketing, advertising, or graphic design
  • A company, product, or service
  • A name on a label

A brand is rooted in emotion; it’s about evoking a feeling and a reaction. It encompasses
an experiential journey, judged by the heart, gut, and mind. As emotional beings,
humans don’t invest in a brand until they establish a connection with it.

Without this emotional resonance, a logo remains just a symbol. No corporate identity
package can manufacture a genuine emotional bond; it merely signals presence rather
than essence.

In contemporary branding, actions speak louder than words. It’s not merely about what
you promise, but about what you consistently deliver.

By Howard A Lim at HOWCreative.com
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