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.