{"id":78,"date":"2014-11-01T20:49:26","date_gmt":"2014-11-01T20:49:26","guid":{"rendered":"http:\/\/vcisf.com\/?p=78"},"modified":"2015-01-19T04:27:20","modified_gmt":"2015-01-19T04:27:20","slug":"need-brand-development-expert","status":"publish","type":"post","link":"https:\/\/visualcreatives.com\/vcisf\/need-brand-development-expert\/","title":{"rendered":"Why You Need A Brand Development Expert"},"content":{"rendered":"

3 Reasons You Need An Expert In Brand Development<\/h2>\n

A mission statement defines what you do<\/strong>. A brand personality defines who you are<\/strong>.<\/p><\/blockquote>\n

1) A brand developer knows the right questions to ask.<\/span><\/p>\n

An expert in brand development is armed with different ways to uncover sub-identities, or legacy identities.<\/p>\n

A sub-identity<\/strong><\/span> is a secondary “leaning” that a brand may have. It’s very common to have a dominant brand personality balanced by a secondary identity.<\/p>\n

A legacy identity<\/strong><\/span> is one that has persisted, though the brand has evolved. Tenured employees are most often the ones clinging to legacy ideas of the brand personality.<\/p>\n

2) A brand development expert understands the difference between what you are saying<\/strong>, and what you are meaning<\/strong>.<\/span><\/p>\n

At face value, some answers that are given in brand development sessions can be misleading. An expert knows this and can help navigate the stakeholders to the proper identity.<\/p>\n

3) A brand development expert knows how to handle “outliers”.<\/span><\/p>\n

Outliers are answers that do not trend with other brand discovery answers.<\/p>\n

It could be due to a stakeholder’s personal identity<\/span> poking through, or a latent identity<\/span> trying to come out. An expert knows how to draw out the possibility of other identities, or when to discard irrelevant answers.<\/p>\n

Need help determining your brand’s primary and secondary identity? Let us know.<\/span><\/a><\/h3>\n
<\/div>
<\/div>\n","protected":false},"excerpt":{"rendered":"
3 Reasons You Need An Expert In Brand Development:
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