BRANDING AND VISUAL IDENTITY
A great brand is clear, distinctive, and stands for something. It is built through the disciplined alignment of marketing and business initiatives with a careful set of objectives and principles. The essence of a brand—its dna—should be constant. Be consistent.
It takes time for customers to understand, absorb and appreciate what a brand stands forand is about. Consistency is key. If the brand changes constantly it doesn’t stand for anything and customers are confused.