There are a lot of gurus and jargon-laden books about the power of branding, the need for a consistent brand image, and clear brand identity guidelines. But what many of them miss is that brand is not a marketing exercise, it is a promise in everything you do, and to truly add value it needs to be intentionally and thoughfully designed "on purpose".
It's not a tactic to be managed, nor is it about the size and placement of a logo.
Design of every touch point establishes the relationship between you and your customers. That's what brand is about - a relationship and a promise between you and them. Complete design incorporates what they see, interact with and come in contact with - all the things they experience about your company and use to form opinions about it, and develop desire for your product. These touch points shouldn't just randomly be allowed to happen, they need to be designed and coordinated in a way that gets you where you want to be with your customers - to where you matter to them.
Why is this thought so simple in theory and so rarely practiced?
If we could figure this out, bottle it and sell it we'd have a lot more Apple Computer, Nike, BMW success stories.