Otherwise known as “The Logo” and often misunderstood as all that a brand is, the brand identity is usually the first of many potential brand assets. It is the standard bearer by which all else is measured; it’s the leading indicator of personality and stance and is the guide for everything else that follows. When you see McDonalds’ “golden arches” or the Disney logo you immediately get images and thoughts of what they are. Even just saying either of these words evokes feelings and emotions that at times are quite strong. They have, over time, carefully nurtured their brand and storytelling and in doing so have each successfully carved out a cultural niche for themselves. This has been achieved with many stories told often, backed up with consistent delivery of quality products.