My job is to help you understand and implement an effective brand strategy. I help clients understand what brand really is, what it really means, and how to use it to better achieve their goals. If you think of brand in graphic design terms the news for you is: brand is far more than a logo, trade dress, or advertising imagery. Brand is a concept far broader than a promise made, a message articulated, or an experience delivered.
So what is “Brand”?
Brand embodies the expectations you can influence but not control. Specifically, Brand is all the physical or emotional feelings associated with you. Expectations that existed before the logo existed, before the customer walked into a store, before anyone picked up a package, or heard a promise, saw a message, or had an experience. These expectations can be clear or vague. Positive as well as discomforting. Expectations can be messy, and aren't always accurate. What ultimately distinguishes a successful vs. an unsuccessful brand is how well the experience aligns with the expectations. That's where I come in.
Align everything you say and how you say it with everything you do and how you do it.
Individuals are brands. like them our goal is to find the unique way we bring value to others such that value comes back to us. The core of a brand is your purpose and how well you live up to it’s promise. Finding that purpose involves understanding your values and capabilities, your resource constraints, and what relationships matter to you. It means challenging unacknowledged assumptions and sometimes means acknowledging uncomfortable truths. Building a brand consists of: 1. Identifying value, 2. Articulating value, 3. Delivering value. And by performing in accord with the expectations created building enduring relationships. The main value of an outside strategist is objectivity. Providing you with the perspective to figure it all out.
Brand strategy gets behavior, communications, and expectations aligned. A analogy I often use is that like a coach who helps you become the best “YOU” you can be, understanding and defining your existing value, helping you design a plan to create greater value for your and those around you, and then helping you develop the skills to implement that plan. Like a coach a brand strategist helps you become a healthier, happier you, by developing your skill at building mutually beneficial relationships with all those around you.