Creating a Brand Identity: A Guide for Designers: (Graphic Design Books, Logo Design, Marketing)

by Catharine Slade-Brooking

A big idea feels like, or is built on, an authentic impulse. It usually strikes an emotional chord although it has a rational appeal, is powerful and has the ability to communicate to its target audience in a meaningful way. It must be distinctive and may represent a totally new way of thinking, acting or feeling. How will you know if your big idea is also the right idea? Does it turn heads and demand attention? Are people compelled to discuss it and share their thoughts and feelings about it? Does it push the brand in positive new ways that do not strain its authenticity or believability? Is the idea universal? Will it allow the brand to transcend cultural and geographical boundaries to speak to people at a fundamentally human level that cuts across class and ethnicity?