Can Brands Be Created?
Recently, a design colleague asked me about the nature of my business. I explained that I’m a designer and brand communications consultant. I ensure that my clients’ visual communications are consistent with their brand image and messaging. He told me he does all that too, but he also creates brands. My reaction was, “do you really”? It got me thinking. Can brands be created? Brands can be defined, expressed, managed, steered, shaped, evolved—and they can certainly be damaged, but can they be ginned up out of nothing? My 30 years of experience in the business tells me the answer is no. Here’s why. First, let's consider what a brand is and what it is not. Some confusion comes from the [...]