Branding Principles

First things first:

Brand is NOT a logo | Brand is NOT an identity | Brand is NOT a product
Brand is the impression of the company as a whole. Its not what YOU think it is, but its what THEY say it is.

Branding Principles defined by various creative agencies.

Landor Associates

  • Stand out
  • Stake your claim
  • Find the insight
  • Keep your promise
  • Get emotional
  • Begin at home
  • Own your media
  • Start a dialogue


  • Clarity
  • Commitment
  • Responsiveness
  • Protection
  • Relevance
  • Authenticity
  • Differentiation
  • Consistency
  • Presence
  • Understanding

Liquid Agency 

  • Differentiate
  • Collaborate
  • Innovate
  • Validate
  • Cultivate

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