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A mockup is a static high-profile visual design draft of a design or device, used to represent the structure of information, visualize the content and demonstrate the basic functionalities in a static way.
Brand strategy is not about visuals. It’s not about getting a new website, a trendier logo or eye-catching packaging. If anything, brand strategy is about getting rid of things—abandoning audiences that are off-target, stories that are off-brand, projects that are not central to your mission as an organization. This allows you to unequivocally express who you are, separate yourself from any competition, and make a lasting impression to build and nurture your brand.
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