Читать книгу Launching & Building a Brand For Dummies - Amy Will - Страница 96

When you have an intimate understanding of “who” your brand is — its mission, vision, values, and personality — you’re ready to formalize it in the form of a brand identity statement. In this section, I lead you through the process.

Clarifying your brand’s identity in your own mind and the minds of your team members is important, because brand identity drives the look and feel of the brand and ensures that everything you do to project its identity is consistent. If you don’t have a clear idea of what your brand’s identity is, your brand assets and messaging will be inconsistent, reducing their impact and causing confusion in your target market.