a brand reaches higher when it stops considering itself as a brand

I always get very frustrated when people around me define a brand by its logo, color codes and type treatments. and they are many! but while those can bring consistancy to a visual identity, they do not define a brand AT ALL!

a brand is about what you stand for, what you want to represent for people, what you base your relationship with people on. it is not only how you look, but also – and more importantly – who you are and what you stand for in everything you do. what you should stresstest all your decisions against and stand by in every situations.

that’s why brands can become much more meaningful when they stop considering themselves as a brand, and start defining themselves as what they represent and stand for: a movement, a community, a friend, a challenger….

don’t just be a brand. mean something!

Leave a Reply

Your email address will not be published. Required fields are marked *

Scroll to top