Description

Brad VanAuken of BrandForward, Inc. shares insights on how to rebrand, thinking through the mission, vision, values and positioning choosing the brand identity - namely the brand name, logo, colours and the like.   

This episode covers rebranding as Brad shares his process for transforming an organization, its products or services into a strong brand, imbuing it with an identity that gives the business human qualities. In this episode we cover:

• Growing the brand
• Brand identity and brand positioning
• Branding — uniqueness or differentiation
• Understanding the clarity of a brand’s mission
• How designers can inject emotions into a brand
• Importance of color in branding 
• Icons — whether to check them before they're created
• Components of brand identity — non-visual
• How to communicate or brief designers when it comes to branding
• The single most important issue to focus on for a business to succeed

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