Behind the Brand 3: What is a brand idea?

How do you link strategy and design when it comes to developing a brand? For Principals, the answer is ‘brand idea’. The shorter the better, a brand idea captures the essence of a brand and helps designers bring it to life visually.

In episode three of Behind the Brand, Principals Director Sandy Belford and James Welch, Creative Director, discuss brand idea and the role it plays in building successful, distinctive brands.