Many times we are asked to define the ingredients of a brand, so we created this visual metaphor to make it easy to digest. Think of a brand as a 3 layer cake – with icing, of course.

On the surface we have the icing, or PROMISE as we like to call it. It represents the initial overall appeal and includes things such as packaging, name, logo, price, collateral, signage, etc. If the icing does its job well, the whole cake gets purchased and eventually that cake will be experienced (eaten) by the customer. But it's not much of a cake if all you have is icing.

Which brings us to the inside of the cake.

Integrating the 3 inside layers of PRODUCT/SERVICE, CULTURE and PROCESS are critical for a brand to succeed. We are all familiar with examples of a customer being seduced by the package (promise) and then not being happy with the product. The entire organization – all layers – must be able to consistently deliver on the brand promise. For example, a well handled problem can actually strengthen the customer's brand experience even if they ultimately do not like the product.

Most people confuse the "brand" with the icing, or even worse, confuse the brand with a logo. The brand is really the whole piece of cake. Think about it, your brand can only become what you are willing and able to consistently commit to. Designing a brand, therefore, is really about creating a company that delivers on an authentic, compelling promise at every layer.