A brand is more than a logo, a tagline, or a campaign.
It’s the sum total of experiences and associations that audiences have with an organization. It’s the totality of how people perceive an organization.
That means that everything we do and say shapes our audiences’ understanding and experience with our brand.
So how we ensure that our brand promise is articulated clearly and our unique identity is expressed consistently? Through our brand platform. It’s an internal document that defines what we stand for, our values and distinct advantages, how to talk about them, and how we express it visually.