Brand with conviction
Brand with
conviction
Branding is messy because humans are messy.
Branding has an identity crisis.
Positioning. Purpose. Vision. Mission. Values. Personality. Voice. Culture. Differentiation. Distinctiveness. Personas. Strategy. Identity. Frameworks. Who. What. When. Where. Why. How. The industry jargon continues to grow.
Every brand strategist and consultant has their own way of building brands. Some are simple. Some are complex. But regardless of how it’s built, it must be built with conviction. It takes some soul searching to build a brand properly.
I don’t claim to have all the answers, but I do search for all the answers. My goal is to find balance among all the brand voices out there (pun intended). At the end of the day, your brand should provide valuable answers to one very important and deceptively easy question:
Why should anyone care about your business?
Branding is not just design.
%
...of millennials want brands to align with their own values.
%
...of executives agree that business transformation efforts will have greater success if integrated with purpose.
%
...of employees say having a sense of purpose gives them meaning in their day-to-day work.
%
...of consumers prefer to buy goods and services from companies that stand for a shared purpose that reflects their personal values and beliefs.
Reasons why you may need brand strategy.
A non-exhaustive list.
- You’ve started something new, (e.g. a new product, service, or company).
- You’ve fundamentally changed something (e.g. a shift in business strategy).
- You’re missing something (e.g. identity design without strategy).
- You’re overcomplicated (e.g. many different pieces of branding over many years from many people).
- You’re struggling (e.g. lacking customer, employee, and stakeholder engagement).
For knowledge seekers.
Here’s the latest from The Brand Pill.