Saved by Kevan Lee
What is Brand?
Brand is why you care about your relationship with a company (c/o Phil Chang).
Brand strategy is the practice of building that relationship through a system of values that imprint themselves throughout the entire business–visual identity, customer interactions, corporate culture.
That is: A person — often a founder, or someone similarly empowered — needs to have compelling ideas, establish a voice and perspective, and use it. Tools like brand books and style guides are important so agencies and partners know how to speak the same language. But the actual opinions and values can’t be algorithmically generated or offloaded to... See more