30 Aug How healthy is your brand? #4
Be distinctive. Be meaningful. Be consistent.
A #healthybrand has a distinctive brand identity – naming and architecture; visual, verbal, sensorial and behavioural identity – that reflects what you stand for and is consistently represented across everything you are say and do.
So that people can easily find your brand amongst the clutter, associate meaning and link that experience back to you.
There’s a great quote from How brands grow (Prof. Byron Sharp, 2010)
‘Much has been written about the cluttered environment, the overload of information due to the greater number of choices available. Distinctiveness reduces the need to think, scour and search – thus making life easier for consumers, without them even realising it.’