The Big Why: Prioritize solution before style
The creative process attracts opinions and ideas like bees to honey. When leaders start to think about building a brand, visions of the proverbial sugarplums begin to dance in their heads. The ideas start popping and, before they know it, they are mentally designing logos. Even the least creative types have a lot of brilliant design ideas.
And that’s when I put the brakes on. I have to talk them down because the high of creativity can be intoxicating. But, the most wonderful logo design is nothing but a worthless piece of eye candy when there is no reasoning—no foundation—to support it.
When you build a brand or rebuild a brand, the starting line is not at the drawing board. It begins way before that so you understand these fundamentals:
Wooing with Words: Connecting through connotation
ALLE is a catalyst inspiring leaders to elevate their brand.
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