I posted this thread several days ago regarding typical goals for a rebrand — What kind of goals would come out of a rebrand?
There were some interesting answers and it got me thinking how different a rebrand is compared to designing an identity from scratch (I hadn't really thought about this when writing the original post).
Am I right in thinking that, when designing an identity from scratch, it would be unrealistic for the goal to be based around profits, sales etc?
Should it be something more general? Such as this example?
We would like a brand identity that appeals to young couples who have recently bought their own homes, we would like something more quirky / offbeat in order to stand out from our competitors in what can sometimes be viewed as quite a dry industry, whilst reflecting our professionalism and attention to detail
Or should it be more specific, i.e. something that can be measured?