June 30th, 2020
C L A R I T Y
Brands that know who they are lead and succeed.
A brand identity is far more than just the logo – it’s about how the key stakeholders take ownership for and connect to a brands passion and promise.
A brand’s image is reflected in the perceptions of its key stakeholders. When the perceptions and the realities of communication, behaviour and environment are clearly aligned and understood, then a valued connection is created. Confirming who you want to be is the first step to achieving brand clarity.
Once you have clarity around ‘who you want to be’, the next step is to focus on what your brand has to give to others, so that your markets clearly understand why you are of value to them both internally and externally.
S T R A T E G Y
Brands are ‘being concepts’ and far more than just a graphic veneer.
Successful brands use tactics and practical plans that enable them to achieve their objectives. Brand strategy is about the processes, behaviours and measures that you put in place to project the ideal vision of ‘who’ you are being.
If you can articulate your strategy and understand the path to becoming who you want to be, then you will effectively build perception from the ‘outside in’. Reinforcing this with the reputation you establish from the ‘inside out’, will allow others to recognise you for your consistent and reliable performance in the market.
S T R U C T U R E
PROCESS SETS YOU FREE
Structure must follow strategy and it can’t be the other way around.
When your brand strategy is clearly defined, it’s important to create structures to deliver on it. This is where you align the templates and tools that are put into play everyday to empower your team to deliver on your promise.
Creating a clear rhythm of performance delivery enables your brand personality to live within your process. Your brand behaviours also need to be incorporated into the structures you build so that they are tangible. If you can scale it, teach it and replicate it, you can ensure your brand will grow and prosper.
V A L U E
CHOOSE TO SUCCEED
If you can’t measure it, then why are you doing it?
A brand will only continue to grow and thrive when it is both sustainable and sustained.
If you can build metrics into brand behaviours, you can measure how they have worked, the returns they have generated, and where you need to innovate to stay ahead.
It is the difference between just desiring an outcome and being committed enough to do the hard yards. Valued brands keep their brand fires burning. They don’t rest on their laurels, and they remain focused on being the best version of themselves that they can be.
Build your own personal brand strategy
to be the brand you want to be.