Branding Principles



Achieving brand equity should be the top aim of any organization, and the following branding principles serve as guidelines:

1. Relying on brand awareness has become marketing fool's gold. Smart brands are more concerned about brand relevance and brand resonance.

2. You have to know it before you can grow it. Most brands don't know who they are, where they've been, and where they're going.

3. Always remember the Spandex rule of brand expansion. Just because you can, doesn’t mean you should.

4. Everything matters. Even your restroom.

5. Relevance, simplicity, and humanity. Rather than technology, these will distinguish brands in the future.

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