THREE KEY REQUIREMENTS FOR A LOGO Trust between brand and consumer Common identity between brand and consumer Point of difference between brands in a set
WHAT A BRAND IS A brand is the ‘personification’ of a product, service, or even entire company. Like a person a brand must mature and change its product over time. But its character, and core beliefs shouldn't change.
WHAT A PRODUCT IS A product is something that is made in a factory; a brand is something that is made up of trust and relationships. A product is an object; a brand is a personality. A product is sold by a merchant; a brand is brought by a customer. A product can be easily copied by a competitor; a brand is unique.