What’s a “brand promise”

What’s a “brand promise”

Essentially, your brand promise encapsulates all your customers’ expectations on what your company provides. It’s basically what people should expect when they do business with you. It defines your company and guides every decision you make, every action...
How to effectively position your brand

How to effectively position your brand

Every brand holds a certain place in a consumer’s mind, if they’re aware of it at all. It’s how our mind organizes information and remembers things we’d like to recall. We give them labels, characteristics and put them into buckets that we can...

The most important element of your brand

Brand Promise Brand Relationship Brand Vision Brand Style Guide Brand Portfolio Brand Delivery Brand Standards Brand Personality Brand Experience Brand Identity Brand Architecture Brand Names Brand Color Scheme Brand Tone of Voice Brand Iconography Brand Platform...
The difficult truth about branding

The difficult truth about branding

People don’t really care about your brand. Not one bit. They don’t care how much effort you’ve put into developing your value proposition or positioning statement. Most people will barely appreciate the fantastic imagery you shot, the crafted designs that adorn your...
TECHNIQUE: Brand Audit Survey – Employees

TECHNIQUE: Brand Audit Survey – Employees

It’s important to make sure that your perception of the brand aligns with your entire company. Answer the below questions about your brand. Then send the survey to a cross-section of your employees and see how they match up with your initial responses. If they align...
CONCEPT: Brand Accounts

CONCEPT: Brand Accounts

Here’s one way to look at your branding efforts. Think about them like bank accounts. Imagine that you setup 3 types of accounts: Checking: This is strictly for your sales promotional activities. In-store specials, promotional advertising, email blasts. All of these...