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

Travelcast

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.