good branding is...

When we talk to new clients, they are always curious to learn: what defines good branding?

There are some great books about branding (we are working on an Amazon wishlist for you now) and even better, there’s plenty of iconic companies that demonstrate best practices, but every creative will likely give you a different answer to this question.
With so many projects launching the last few weeks, and new brand identities in progress, we’ve been reflecting on this question more than usual.

The initial qualifications we came up with? 

Good branding is not the destination – it’s a set of directions so compelling that people instinctively want to go there.

Good branding is what makes someone want you even if they don’t need you.

Good branding can level the playing field between different sized companies. 

Good branding is more intuition than logic.

Good branding is 99% attitude.

Good branding is not marketing: it’s the gift wrap that conceals it.

Good branding makes you feel like you belong.

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