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I often use the house construction analogy in this business, I find it really fits. In order to build a house, you must first start with a great plan. Then you need to build a strong foundation, working infrastructure (e.g. plumbing and electrical) all leading up to finally getting to put the “pretty” on the outside. That’s the look: the logo, the website, the cards, brochures, signage, etc.
Here are some examples of all facets of this process from building a brand from scratch, re-branding or just putting that new coat of paint on to “make it shiny, again”!