A brand is much more than just a logo. A brand is a person's collected experiences of a company. A brand experience is intangible and subconscious. It is created from what people remember about a company, through personal interaction, hearsay, word of mouth, advertising, and the hands-on use of products.

TONIC constructs Brand Memory Identities beginning with a definition of the end goal. Tonic asks, ‘what does your customer need to experience to get the kind of brand memory that you would like him/her to have? ‘This interactive process of goal identification gives companies a better tool for managing their brand.

• internal & external messaging
• word on the street
• accessibility to customers
• keep your word
• logo & tag line