We created this visual example in order to define the ingredients of a brand.
Think of a brand as a Ticket for a journey with four stages:
The first stage is the Brand Promise. It represents the initial overall appeal and includes things such as packaging, name, logo, prices, signage, etc. If the first stage does its job well, the customer will continue the journey.
The 3 stages left, Product/Service, Culture and Procedures are critical. There are many examples of customers being seduced by the promise and then not being happy with the product or service. The whole journey - the entire business - must be able to consistently deliver on the brand promise. A well handled problem can actually strengthen the customer’s brand experience even if they didn’t like the product.
The brand is the whole journey. Don’t confuse the brand with the first stage, don’t confuse the brand with a logo. Designing a brand is really about creating a company that delivers on an authentic, compelling promise at every stage.
A friendly logo : Client : Hellenic Seaways : Junior Captain logo design
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