The essences of a brand identity
- by Rico Peng

"Human beings have a material body, but just having a material body doesn’t make somebody a complete person. It takes a human temperament, personality, traits, and a soul to make up a complete and independent person, with individuality."
– Zhuan Falun, Falun Dafa.

Zhaun Falun's words are simple to extend to the nature of brand and identity. It is not only the color, the font, the grid, the graphics, and all of these other elements (the body) that make a brand alive and sound. There is also the soul- the history of the product/service, the regional background, the fictionality, the cultural reference, the personality, current feedbacks from clients/buyers, the mission and belief, and the vision of the stakeholder etc. Only with the spiritual side of the story can we create something emotionally connects with the viewers. Often times the results are remarkable and profitable.