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[Traveltrends] How to Create a Meaningful Brand Experience? with Hugh Allspaugh


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What is a brand identity? Is it your logo? Your color palette? It’s all that—and more. 


Your brand identity is the “face”  that interacts with the entire world. Whatever you create should  accurately communicate who you are. However, one common misconception is  that a brand identity is exclusively informed by what your brand wants  to present. This isn’t entirely true. It’s also informed by what your  brand’s customers want to engage with, or are accustomed to interacting  with. If your identity doesn’t resonate with them, it won’t be  effective. 


In this episode, I had the pleasure of interviewing  Hugh Allspaugh Associate Partner, Strategy at VSA Partners.  With  30 years of branding and integrated marketing experience, Hugh  Allspaugh’s client list covers a range of global B2B and B2C brands  including American Express, BP Fuels, Cargill, Citi Cards, CME Group,  Sappi North America, and SC Johnson. His approach to strategy is guided  by two core beliefs: Simplify complexity, but not overly so; and,  without data, it’s just an opinion. 


If you want your brand to succeed and  thrive in the future, you need to build a brand identity that  accurately conveys your essence and is flexible enough to evolve with  you. But that doesn’t happen overnight. It requires deep thinking, a  team with strong communication and design skills, and an intimate  understanding of your brand. But it can be done well, with excellent  results—as long as you have the right guidance. Luckily, you don’t have  to go it alone.

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TravelcastBy Naully Nicolas