Importance of Branding and its Connection to Identity

This chapter explores the concept of branding and its importance, emphasizing how a brand speaks, looks, and what it stands for. It discusses the difference between branding and a logo, the significance of a brand having a voice and personality, and the process of translating customer profiles into visual elements of branding and identity design. The chapter also highlights the importance of choosing the right words to describe a brand and avoiding fluffy buzzwords.