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Tell the Story, Build the Brand
The story, or the "why" behind what you do, shapes the identity, or the "brand" of your organization. Successful brands are committed to the story, and they use the story as a guidepost in maintaining authenticity, cohesion, culture, etc.
Marketing vs. Branding
If you want your marketing efforts to be effective and profitable, then it pays to solidify who you are first.
FENTY: A Brand
Just like words come together to tell a story, imagery's job is to speak to that story.