Brand is Personality

Posted by Taylor |17 Nov 10 | 2 comments

When thinking about branding, most immediately think of logos. However, logos are merely symbols of the brand, not the brand itself. So what exactly does a brand encompass. Brand is in part personality, culture and community. Whether a company is service-based or product based their brand is also defined by what they don’t sell as much by what they do sell.

Even so, this only explains or defines a company’s outward interaction with the general public. All of these same criteria also have to be looked at from within the organization as well. What I mean is, what is it like to work there? Are the conditions of employment, the relationship of the employee to their employer similar to a company’s outward personality? Conversely, does the business put forth a public face very different from its private one?

When I began a brand strategy, my first instinct is to see if the group’s leadership has already crafted relationships that are somewhat consistent in how they relate to their associates and customers.

If the company is remarkably inconsistent in how they do this, the objective is to begin to bring those two faces together in hopes of creating a more real personality for the organization. Then we can we begin to craft a mark or logo that truly symbolizes who and what they are. Anything else is merely costume.


  1. Japanese Knotweed before, (see our foraging post) but this Knotweed pie was better than any of our attempts to cook with this invasive sp.Âeesic  Sweet and toasty, it was made with acorn flour which gave a

  2. Yes, I have such a hard time with that. I like the potential of a blank page, an empty closet, something new to start. It’s more difficult for me to finish a project through, and I can’t say enough about how his words changed my perspective on that. Or at least made me WANT to finish

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