From the course: Designing an Authentic Brand

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Is your brand focused and flexible?

Is your brand focused and flexible?

From the course: Designing an Authentic Brand

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Is your brand focused and flexible?

- When you hear words like flexible and focused in the same sentence, you may not immediately see the correlation between them. But building an authentic brand requires a laser sharp focus, as well as the flexibility that today's world demands. This has become even more critical since we experienced our first modern global pandemic. As a myriad of social movements emerged, those brands that had both flexibility and focus already present in their structure, were able to move smoothly in and out of new scenarios while maintaining their core truths. Focus is based on understanding your brand's unique story and sharing that with your ideal personas. But that story must have the vision to be flexible or the ability to start building it in. Let's think of Disney as an example. If Disney simply branded itself as a movie company or a theme park, it would be very narrowly defined. Instead, Disney is a very focused brand in terms of…

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