MY BRANDING IDENTITY ETHOS
For me creativity and communication go hand in hand... Creativity should help in grabbing a consumers attention while communication should do its part of conveying the necessary message aptly.
So what is a brand? I read a creative blog while at University comparing branding to what people say about you behind your back. I loved this analogy! Brands are living breathing things and the perception you create in peoples minds is what they're going to associate your organisation with. So it's important to be clear what your brand stands for and keep this at the forefront of your communications with customers.
A company's logo, identity design, symbols, typefaces, imagery, etc, are the medium to communicate and create the aforementioned perception. These are used to portray your tone of voice and narrative. Intelligent branding takes the time to understand its audiences. At the end of the day people respond to people, not products.