You need to make a mind-shift if you want to build a brand that matters.
Your brand is not your logo.
Your brand is not what you say it is. It’s what they say it is.
You don’t own your brand. How can you own someone’s thoughts and feelings about your brand? You can’t.
A brand is one’s perception of a person, product, service or company.
Therefore, you can influence someone’s perception of your brand, give it meaning and make it matter with your BrandPlan.
In its essence, BrandPlan brings people and your brand together by creating meaning.
