The single most valuable asset a business owns is its brand. We donât even call most businesses companiesâwe call them “brands.â
Thatâs their essence, and theyâre complex things. The modern customer sees very little difference between their experience with a brand and the brand itself. The brand mark is the tiny tip of an iceberg thatâs made up of a carefully considered, interrelated series of characteristics, personality themes, values, and maybe more importantly now, experiences.
Brand creation was once the sole preserve of the branding agency (or daring entrepreneurs). They delivered the brand book, which, for a long time, was a physical artifact filled with things like color palettes, brand marks, fonts, conceptual art, and guidelines for tone and voice, and even more. It was an inherently analog solution that often got elevated to the level of âArtâ â think of the reissued NASA style guide.
