Be authentic, not unique!
Oftentimes, we encounter a brand strategy and identity that is phenomenally unique but interestingly disconnected to the overall vision of the brand or company. Understanding that it is unique to think outside the box, authenticity should undoubtedly be at the helm of execution and overall end product.
Authenticity should be at the forefront of any brand identity.
To achieve this, one must always have a clear understanding of brand positioning, short medium and long term goals, brand target market, brand culture and brand messaging. It is imperative to understand a brand in its entirety prior to executing its final identity.
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