Brand identity is all about the look, feel and visual elements of your product, so it must state what you want your brand to be. Your corporate brand identity should be uniquely tailored to your positioning and must be consistent across all communication channels and your marketing collaterals.
Brand Strategy is the most important component of a brand transformative process. Having an existing product re-designed might be a good idea, but if all ends of your communication plan don’t align with your brand strategy, the attempt is unlikely to have its desired impact.
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