Every single one. But it's usually buried deep inside a company's organization, lost in the day-to-day of doing business. But it's in there. That's why we dig deep. We talk to employees, listen to customers, and evaluate the competition. We share our findings and hone our ideas. And we keep going until the truebrand emerges.
Once we find the soul of the brand, we build upon it. Give it a unique look and voice. Then, and only when it's ready, do we introduce it to people in a way that's both meaningful and relevant across all touch points - design, advertising, packaging, retail, online, offline, social media, and any other way that makes strategic sense for the brand.