Brand Identity design has always been a face people see and a perception people create; it becomes successful when people see a brand as part of their journey. They wear it, choose it repeatedly, and recommend it to others. The great part? They feel something when they see it. That feeling makes them remember it. For example, I find Skechers' soles more comfortable, but I love the brand story of Nike, the idea of a Greek goddess of victory and her wings turned into a symbol of a checkmark that actually means victory made me say, "wow." The crazy part: I have more Nike than Skechers! It's not about how they look, and it's also not about Cristiano Ronaldo being a brand ambassador. It's the story and promise of victory that I am sold on. This brand association is everlasting (at least for now) and makes me choose Nike over any other brand. This makes me think of the value of the powerful concept of "meaning over utility." People don't buy products; they buy meaning, symbolic association, and the emotions behind them. Make people dream, that's where brands find success.

So which brands have earned a place in your story, and what do they really promise you?