A Brand Is Not What You Think It Is
When it comes to branding, almost everything you do is useless.
What you likely think of as a brand is in fact brand identity.
Consisting of a logo, colours, and other visible and invisible elements.
And if you follow other branding professionals, they’d already told you to use your brand identity assets consistently and make sure to stay top-of-mind via marketing.
However, branding should be as much about identification as it is about identity.
Let me explain.
Identity vs Identification
Identity is about knowing what you are, what you stand for, and communicating that consistently.
Identification is about identifying and discovering ways to stay relevant in the ever-shifting markets (if you want to avoid extinction).
And this process should be an ongoing part of your branding efforts. Often happening via feedback from the market.
It can even help you outlive a major cultural shift or a harsh economic event.
e.g. Airbnb has come back from the brink after the Covid-19 pandemic, with over 70% decrease in bookings.
