Living the Brand

If you do a google search on ‘brand’ what you get is mostly logotypes. If you widen the search to ‘design as brand’ you get more logotypes, some consultancies and tips on ‘designing a brand’.

If you do a search on ‘living the brand’ you get books and scientific research material. Highly interesting stuff but I am amazed that the gap between design and brand is so wide.

In my opinion brand and design is interlaced. And living the brand is not really complicated.

To live the brand you need dedication. -Dedication to the company idea and vision. Having the strenght to do whatever you do thoroughly: the design work, recruitment, training, communication, leadership. If all parts move in the same direction you will have a strong living brand. It’s as easy as that but you have to work with it everyday.

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