Branding

Practice

When I think about brand, I like to use the metaphor of a skeleton. Imagine a brand as a human being. The brand's story is its skeleton, which acts as a foundation, a form, a guideline for everything to follow. The meat and the organs are the visual extension of that story line. Together, when a solid story is accompanied with appropriate visuals, the brand can speak its voice to deliver a solid promise that can emotionally and mentally move the audience. To convince an audience is to show them empathy, which is uniquely human, and because we live in the world where relationships grow on the foundation of trust, brand needs not to see itself as a lifeless set of guidelines but as actual empathetic nature that is capable of growing with its audiences over time.