We wish we could attribute that quote to a famous philosopher, but in fact it was Spencer.
Still, he’s onto something: who you are should be at the core of all your communications. When it is, everything you say has much greater impact and credibility.
For an organization, “who you are” is your brand.
The brand is not the name or the logo — those are just expressions of the brand. Names and logos are like the names and faces of people.
A brand is like a person’s character. Their name or face might change, but their character, we hope, remains the same. Trust is fundamental — if people can’t trust you, nothing else matters.
Here’s how we define a brand:
- The core promise you make — and can be relied on to fulfill.
- The emotions associated with you.
- The values associated with you.
This thinking is behind all of the brand identities you see here.