You can think that brand is a logo, a tagline, an ads campaign or something combined together. Brand could be a product. Or brand could be a promise. Like what the company will do. Yeah actually they could be true in someway. But you know what. This is what I have learned from Marty Neumeier: Brand is a result. It’s a person’s feeling about a product, service or company. It’s in their heads and in their hearts and in their head. So brand is also reputation.
From designer point of view, you could check that oh we have logo, we have tagline, we have color typorgraphy that’s not all about brand. You know what you are doing but you don’t know what happen in the head of customers. You could create 1 brand but customers would created million million of your brand. Brand is a result and brand is also a reputation.
You gotta think of it that way.
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