In a noisy world starts with a strong, recognizable, authentic brand. Building a brand identity has always required strategic clarity. But today, great branding requires an unwavering focus on fostering authentic connections – making humans your north star as you navigate changing touchpoints, platforms, and trends.

Every color, every typeface, every shape, and every line of the branding has to be well thought in order to convey the massage that your need for your company. Brands do this because they know impressions count—whether you’re a multi-billion dollar colossus or scrappy startup. They understand that brands win by presenting as relevant, trusted, and memorable (and then following through on that presentation).

Finding a brand identity is a highly conceptual exercise. There are names and brand stories and visual identities and logos and design elements. But once all the issues are settled and the brand is built out, a new brand can require everything from new marketing collateral and print materials, to redesigned packaging, to a new sign above the office door. Visually, it’s a time of transformative change—and an opportunity to find new touch points with consumers and employees where your new brand can make an impact.