A brand is the result of an unbroken series of consistent gestures
In The Great Gatsby, F. Scott Fitzgerald writes, “Personality is an unbroken series of successful gestures.” Similarly, a brand is the result of an unbroken series of consistent gestures, encompassing both what it does and how it does it. Brand Identity is the tool marketers use to articulate the rules for brand gestures. It explains how the brand will support the organization’s overall mission and objectives, and forms a bridge to making decisions about more than just marketing. Successful companies use the brand as a filter for determining whom to hire, which businesses to participate in, what partnerships to pursue and more. As a result, creating a brand identity is one of the most important steps a company can take to ensure a consistent, enduring brand.Derrick Daye
Managing Partner, Brand Consultant
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