Brand development

According to Justin Wearne, brands are built in the collective minds of the target audience and are what distinguishes a firm’s product or service offering from another.  Brands are comprised of three essential components: Graphics, Personality, and Values. As brand architects we can specify these three components but as brand builders we have to understand that the construction site exists in the minds of our customers and target audience. Meaning that the task of building a brand is long, requires considerable investment and never stops.  Industrial organisations tend to be less sophisticated with branding than B2C firms. You can read more about industrial branding here.