working out loud

Developing a Brand Platform: Values for the Vision

I’ve been a part of several instances of brand development for different organizations, but this past year I’ve learned that they were all wrong. Scratch that…they weren’t totally wrong, they just didn’t start right.

Many brand conversations I’ve been a part of started with the mission statement, then quickly went into the details of the work and what the organization did, then a vision of the future. Pretty quickly after that came the designs, colors, fonts, and types of photos. And each time it seemed like a logical process.

But then something changed for me.

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