42. Strategic Foundations
Potential customers identify a brand by its artifacts as well as its actions. The process of building brand identity typically begins with an exploration of these artifacts: the graphic identity and program elements, but it quickly goes much deeper. Brand identity work warrants frank, strategic business conversations about an organization's value proposition and positioning. A solid understanding of the business strategy will result in a brand identity that supports the strategic direction of the business.
ContributorsAIGA Design Process