What is a 'brand'?
A great brand starts from the inside. It is how you approach your work, how you make your business decisions, how you look after suppliers, how you treat your staff, how you deal with customer complaints and how you picture the future. A brand is how you see the world around you – it is everything that a business does and stands for. These can be summarised as the brand values. A great business is the sum of its brand values. Brand design is part art, part science. It requires the strategic ability to articulate the inner values of a business, along with the creative ability to translate this to the wider world. To be able to make this connection, you need much more than a logo, you need a comprehensive language of communication. This is what BML mean when we talk about a ‘brand’.