Branding is an art in itself. When a new brand is created or an existing brand is to be updated or improved, there are many factors that come into play. A brand needs to be a good match to the people who represent the brand – that is, the founders and employees of the company. However, a brand also needs to appeal to both the head and the heart. On a factual level (head), we need to get across why this brand will be of use to the customer and why they should decide to purchase it. On an emotional level (heart), a feeling of liking and affection for the brand needs to be created. There are also further aspects to brand creation, such as the development of a logo and positioning of the brand, that are immensely important in this context – ask our experts!