ELEMENT ONE | BRAND APPRECIATION
Appreciate
Know your position amongst the competition. Understand what makes you different. Utilize it.
Any organization begins with research on the current appetite for its offering. You’ve probably already done that work and we want to leverage it. Your work will dovetail with our brand competitive analysis, giving us a perspective on the most suitable positioning for you in your industry.
ELEMENT TWO | BRAND PURPOSE
Purpose
Know the reason you exist—beyond money. Show your value. Give them a reason to be loyal.
If you’re reliant on return sales, then your customers need to feel like your business model is not simply “taking their money.” You need loyalty. Customers need to know why giving you money is better than giving it to someone else. Having a purpose is the reason for loyalty especially when it matches their values.
ELEMENT THREE | BRAND VALIDATION
Validate
Protect the brand with values your whole organization can embrace willingly and instinctively.
It’s fine to have well written grand ideals “our mission is customers first.” Taping feathers to your butt doesn’t make you a chicken. Whether it’s a true statement from a founder or a rally cry from leaders it only works when everyone owns it, believes it, validates it.
ELEMENT FOUR | BRAND SUPPORT
Support
Add value to some part of your customer’s life. Fulfill a need. Their gut feeling is your brand.
Age, innovation and situations beyond control perpetually alter the needs, opinions and environment of customers, investors, and employees. Brand loyalty is being open to change, to support patrons at the stage they are in now. The answers are always available to brands; ask and take action from what’s heard.
ELEMENT FIVE | BRAND VOICE
Voice
Unique and consistent personality that is recognized as ‘only you’. Let it speak.
A strong unique voice can be heard through loud crowds. A means of expression even without sound, seen for what it is, despite distance. To be practiced everyday, it must come from a comfortable place. Authentic to who you are, ambitious in who you want to be. This is a voice to be followed.
ELEMENT SIX | BRAND ACTION
Action
Align all decisions with your purpose. No matter the size of the ask or action.
Having purpose makes taking an action effortless. You have a mind set, a direction, a place you want to be and people you want to be with. All you have to do is make a gesture. To want is normal, to take the right action on that want is building the road to it.
ELEMENT SEVEN | BRAND EFFORT
Effort
Use your values to act accordingly and stay earnest and consistent.
Brand is a repetition observed. Divergence can come without much effort. To stay consistent you must make daily efforts to stay consistent with your values. The key is values that are faithful to who you are. A power in knowing your strengths, and wisdom in knowing your limitations.
ELEMENT EIGHT | BRAND AS A PRACTICE
Practice
Be who you want your brand to be. It’s a reflection of you—even without effort or action.
One becomes the brand they want to be through practice. It means to take action in the face of obstacles over and over again. It’s the purpose, mission and vision carried out everyday—that is your brand. A focus on perfecting and a realization of accomplishment.
