Branding has come a long way from being just a recognized symbol for an entity. Over the years, brand design has evolved due to the human perception of a product or a service. In today's world, branding is considered the entity's value reflection.
We need data to build a functional design system (one that is pretty & makes some impact, too). Lots of it. Design research is a vital part of building a brand. The research objective is to find the best way to establish a connection with consumers by addressing some of the trivial factors.
The truth about ourselves, of how lacking we are in comparison to our peers & rivals is one of the prickiest. But what if we use this weakness & transform it into an asset? Yes, it can be done. Avis did it in the 1960s.
There are numerous strategies to approach a branding problem statement & one of them is using history as our guide to direct the identity creation process. Once the brand values have been laid down, we have to literally use Rafiki’s (the wise baboon from The Lion King) advice - Look beyond what you see to build a brand story.
Usually, happy & harmonious life is a combination of good health & wealth, although the definition of the term "good health & wealth" might differ from person to person. This applies to brands as well. Only the definition changes a bit.