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Brand Aid, 2nd Edition by Brad VanAuken

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6

brand design

If a brand is the personification of an organization or that organization’s products and services, it must have a personality and an identity. There are four major components of brand design on which you must focus once you have identified the target customer: 1) brand essence, 2) brand promise, 3) brand archetype, and 4) brand personality. Let’s begin with brand essence.

Brand Essence

Brand essence is the timeless quality that the brand possesses. It is a brand’s “heart and soul.” The essence is usually articulated in the following three-word format: adjective, adjective, noun. For instance Nike’s essence is “authentic athletic performance,” Post-it’s essence is “fast, friendly communication,” and Disney’s is “fun family entertainment.” ...

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