Branding. A word that's so simple. Yet so fraught with misconceptions. It's coincidental that at its very core, the act of branding requires distilling ones mind of preconceived thoughts. Critical freshness of thought is necessary for strategic vision, which is often a challenging part of branding. Why? Because we like dealing with “what we know.” We run away from uncertainty.
Yet it's uncertainty that is needed to ask the right questions, in order to propel vision forward. Uncertainty can bring fear, but it can also create focus. Challenging “what we know” means starting on a fresh foundation. Which leads to building a clear brand. It's that simple.
