You Can’t Force Love: Why Developing a Great Brand Eludes Process

Developing an identity is about capturing the feeling, the spirit, and soul of an idea (tangible or intangible) in a way that people will eventually come to fall head over heels for. But you have to be receptive to finding that idea at any point while gathering insights as well as shaping and changing it along the way. It might not look like what you originally anticipated, and it can’t be forced out of the end of a process.