Never doubt the power of the mind

Why Branding Matters

Building on my last post a bit:

Your brand is "who you are" to yourself and the world.

Your values, what matters most to you, your personality and even to a large extent the icons associated with you can and should change very little over time.

Your brand can and should be remembered long after your organization is gone.

But your organization can take the inspiration of its values and the strength of its personality to develop new missions for itself in line with those values.

And of course it can develop new skills to pursue those missions.

If "who you are" doesn't matter. Those missions won't matter.

That's why every branding project begins by establishing who you are.