Tag Archives: evolution

A Basic Guide to Branding: The Brand Evolution Process

Many business owners think of branding as either some mysterious black-box process that yields a desirable “aura” to a company, or confuse branding with logo design, which is just one facet (and actually an outcome) of a branding process rather than the starting point. For more on this distinction, see the post “Brand vs. Logo: The Mystery Solved.”

The truth about the process of branding couldn’t be simpler: It is the process of defining or refining your focus; who you are, what makes you different, and what unique value you offer. Then, once defined or refined, being intentional and strategic about making that tangible for people not just in logos and design, but in what you say and—more importantly—do. Read More