Exploring the Brand Gap

Your brand, as Marty Neumeier rightly puts it, is the gut feeling people have about your product, organization, or service. It's less about what you say your brand is, but more about what they say it is. In other words, your brand is shaped by the experiences others have with you and your work. Things like logos, visual identity, and products should be the natural extensions of your brand, but it should never be confused as the brand itself.

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