Brand Identity is about the act of creating something from nothing. Enthusiastically breathing new life into existence.
As long as I can remember, I have been fascinated with creation. Staring at a blank piece of paper. Taking a pencil to it and creating something that didn’t exist a moment earlier. Giving it a title. And now that sketch, (formerly a blank piece of paper) now has an identity.
The same is true in branding. You have a new product, service, or experience that didn’t previously exist and yet when you give it a name, you give it an identity. It becomes something. An identity is born.
If you are deciding on whether or not to create a new brand (a new company, new service, or new product) simply ask yourself this one big question:
Does it really need a life of its own? Or should it be an extension of something already living?