Your Logo is not Your Brand
Great brands don’t just happen. They are a result of imaginative and insightful mapping of the outcomes your product produces for your customers’ lifestyles.
Your brand must convey a path toward an emotional place where your customers want to go. It isn’t about the creative either. A swoosh or an apple with one bite missing are only icons, but the emotional connection to that icon is built around specific outcomes that we all seek.
In this era, characterized by the COVID-19 pandemic and a deeply divided country, with technology accelerating faster and faster, and digital security a mystery to most, people are anxious and confused.
People need to find some grounding, a human touch and a leading hand.