Building brands that are fruitful platforms for innovation and design requires a human centred approach. Only human centred brands will be used by innovators and valued by users. Here's Zilver's take on human Centred Branding, plus a quick overview on how we build human centred brands.
31. So yes, the brand’s a bit more than just the logo!
32. summarizing:
A brand is a shared vision
that provides direction for behaviour
and that is based on a deep understanding
of the organisation’s qualities
and how these are relevant
for the customer or user.
34. Internally, a strong brand:
Makes sure that actions are rooted in vision
Provides a guideline for decisions
Leads to coherent behaviour
Provides a grip on the future
Gives direction to innovation
Leads to strong teams
Keeps you focussed
35. Externally, a strong brand
Offers a vision on the customer or user
Separates the wheat from the chaff
Turns authenticity into relevance
Strengthens relationships
Creates differentiation
Facilitates choice
Offers trust