KNOW WHO YOU ARE
Brands are just like people. They have personalities, they create attraction by their emotional pull. To create a great brand you need to go through a process of defining what it is you stand for, how do you make people feel so that you stand apart from the competition.
For businesses that have the size and the client base, conducting stakeholder interviews is another powerful form of gathering perceptions, which helps develop the brand values later on.
With the brand values in place, the next part of this journey is to create a narrative that wraps it all together, it needs to be simple, easy to understand and replicated in communication.