Of all of the branding best practices noted above that should be continually and mercilessly questioned and REdefined, Audience and Context are the most critical to pay attention to. It’s not that they’re more important than the others. It’s that they are the brand determinants that don’t exist in the corporate environment.
This means that you have to literally think out of the box by getting out into the real world beyond the cubeopolis you inhabit 8+ hours a day and do some serious research. Put yourself in the physical environment where your brand touchpoints exist. Talk to your customers, both B2B and B2C. Live your brand in the real world and bring the insights you gain back to the office and integrate them into your design and branding strategies and executions.
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