Being brand-focused. What’s the ideal?

Brand is a scary word.

It’s one of those words that people associate many different definitions to.

Marty Neumeier, author of “The Brand Gap’ offers us a modern definition of brand. “A brand is a person’s gut feeling about a product, service or organization”. We are particularly fond of this definition not only because we believe it’s quite accurate but also because this means that building a successful brand is about the things you do, not the things you say.

So as a “brand-focused” design firm, what does this have to do with us? We work with brands to find their ideal.

Source: Ogilvy’s Big ideaL philosophy. More info here

A brand ideal is a simple answer to the question “why do we exist” and when that ideal reflects the true and unique nature of an organization, it has the power to breed new ideas, guide decision making, and inspire action. It provides a consistent focus and a constant goal to aspire to.

So the reason we are “brand-focused” is quite simple really –
it makes our job easier.