How to Create a Great Brand

In order to establish a great brand, you need to have an alignment between reality and what the brand stands for. So when you come in contact with a brand that has a high predictability of outcomes, you know it because you feel it every person you interact with feels like it hits home for that brand. At the end of the day, brand is not about design. Brand is about helping establish a clear set of guidelines and communication around what people should expect from you.

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