I have been helping brands to understand the power of consistent & informed branding for the past 7+ years using Design Thinking as the core which keeps people at the foundation of the entire process. Using my two phase method (1. Identification & Strategy 2. Expression) helps to establish the 4Ws of a brand - Who they are, what they have the best to offer, who they are offering to & why they are different. Establishing these four aspects allow to choose the right colors, right words, right shapes & right imagery to target the right emotions of the target market.