Our new digitally driven business landscape is rapidly changing how consumers interact with a brand.  Because sentiment is key, now is the time to reassess the elements and structure of your brand to ensure they are evolving alongside shifts in societal values, focus, intent and ambitions.


Brand equity relies on a company creating its own distinguishing benefits and signature. The gelling factors are the magnitude of the messaging, the authenticity of the voice, and the relevance of what the brand offers.

Questions to ponder…

What is the brand’s strength and how will you illustrate its significance?

What aspects of the brand stand out as influential? 

Do consumers believe that your product or service is essential?

Brand Tenets

Along with a strategy to expand your brand prominence, take time to go through other critical brand tenets including:

  • Drivers
  • Characteristics
  • Indicators
  • Expression
  • Differentiation
  • Positioning
  • Performance

Continue reading “Brand Anatomy Part III – Elements and Structure”



The Brand Lens

These the elements that shape and influence how people perceive your company through a variety of communication practices, forms, networks and conduits. 

The key component is to infuse points of parity with a distinguishing presence, which set a precedence for profitable interest through targeted engagement.

First step is a Brand Audit to evaluate and compare existing assets, equity, angles and content mix.

A good exercise is a candid SWOT Analysis – of just the brand, not the business.  Identify only 2-3 for each quadrant [strengths, weaknesses, opportunities, threats]. List them in order of priority and then set strategies for reinforcement and optimization.

Continue reading “Brand Anatomy – The Brand Lens (Part II)”


Brand Foundation

First, take time to create your Mission, Vision and Purpose. While some consider this exercise to be ‘fluff’, there is a strategic gain from articulating the ‘who, what, where, when… and most especially why’. 

Defining these statements forces a clear delineation of intent, direction, target audience and a “North Star” conduit. It characterizes the company in comparison to the competition which obligates differentiation. Lastly, it sharpens the view for the team.

Simply put, it takes a world map and narrows it down to a profit-bearing destination.

A straightforward example for context:

‘Bob’ and ‘Mike’ are both creating a software program for kids about the game of soccer.

Bob’s ambition may be to teach soccer skills that require focus and repetitive practice, educate the players on tactics and techniques, and help them to better their physical and mental capabilities to play the game.

Mike’s aspiration could be to demonstrate the value of working as a team, help each player to strengthen their confidence and competencies about the sport, and make sure they gain critical perspectives on winning and losing with grace and undiminished determination.

Their objectives are entirely different. Being able to promote their Mission, Vision and Purpose will ensure that they build a meaningful program experience, attract the right audience, and meet the expectations of every young person who participates.

Continue reading “The Brand Anatomy (Part I)”