There are two levels to brands. 

It’s easy to rush to the practical elements – visual identity, tone of voice, day-to-day user experience, assets etc. 

Ultimately though, before you get into any of the practical stuff, you need to be very clear about 1) who you are and, 2) why. 

The best brands have this clear sense of who they are and it helps them massively. They can build consistent brands, every time you see them, wherever you see them. 

Adam shares four examples of great brands, and a bit about how to get there…