FREEDOM-KNOWLEDGE-CREATIVE SELF EXPRESSION

Brand is not what you say it is. It’s what they say it is.

-Marty Neumeier

The Brand Gap

Everything in today's diversified market place is driven by emotions. The emotions that we develop for a product, public figure or company can affect the growth of its brand positively or negatively. Spare no untouched areas when it comes to positioning your brand in the market place. Even if it's a vague memory or thought like "I heard of him, her or it" for example. Seize every opportunity! As humans, we can't help but remember powerful emotions and things we identify with or have a sentimental attachment to. All efforts should communicate a strong brand idea repeatedly. Go beyond declaring a competitive advantage. Put it into action!

Understand your target audience! Build on their perceptions, preferences, dreams, values, and lifestyles. Identify touchpoints in which customers interface with the product or service. Use brand identity (memorable and effective visuals) and the strong influence of visual storytelling to create sensory magnets to attract and retain customers.