Introducing… Define Daily!
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Nam nibh. To the uninitiated, design speak might as well be Greek. Comps, deliverables, assets, HTML, CSS, brandspring, wireframes, prototypes – these words are flying about often with little context to help one decipher meaning, and at the risk of displaying ignorance we often just nod our heads in blind understanding. Having recently overcome the hill of the newcomer, I’ve set out to share with you a design word or concept of the day – so that you too can break the code.

Define Daily (01) : Brand / Brand Name

• A brand is not a logo… A brand is not a corporate identity system… A brand is not a product… A brand is a person’s gut feeling about a product, service, or company. It’s a GUT FEELING because we’re all emotional, intuitive beings, despite our best efforts to be rational. It’s a PERSON’S gut feeling, because in the end the brand is defined by individuals, not companies, markets, or the so-called general public. (Marty Neumeier, The Brand Gap)
• A brand name is an essential tool for building brand equity. It is a device that supports, maintains and protects meaning & fosters an industry leadership position. (Kristian Andersen)

Here at KA+A we do more than just develop names and brand marks. The real value we provide is helping our clients develop the strategy that can support the brand, and think through what the true differentiators are for their product or service. As Kristian wrote in an earlier blog post, we understand how to create an aspirational brand experience.

If you’re interested in learning more about KA+A’s approach to the brand, leave us a comment or send us a note at info@kaplusa.com