Brand building is different from marketing. Messaging and visuals are steered by brand strategy and implemented through marketing efforts to capture a sale. What happens in addition to the sale or service in terms of customer experience is guided by the brand strategy. Things like product guarantees or loyalty programs are done by organizations who want their customers to stand behind the product or service as much as they do.
Creating a slew of items to represent your brand can become an inconsistent mess if the brand isn’t defined on the front end. Even if a visual identity is beautifully created and looks really great, there still needs to be a foundational structure that holds everything together when it comes to messaging and the reason that a brand’s identity looks the way it does.
With any brand, in any industry, you need to build a thoughtful relationship with your customer. This relationship starts the first moment they see your brand elements such as a logo or webpage. How do you tailor your brand to make it feel a certain way?