I help individuals and organizations understand brand. I teach them what it really is and what it really means. And then I teach them how to apply that knowledge towards achieving their goals. If you’re one of those that thinks of brand in graphic design terms I have news for you: a brand is far more than a logo, trade dress, or advertising imagery. Or perhaps you are a bit more sophisticated and you think of brand in marketing terms. If that’s you, you'll also be be surprised. For you see, brand is a concept far broader than a promise made, a message articulated, or an experience delivered.
So what is “Brand”?
Brand is a vehicle for embodying expectations. Specifically, Brand is the physical or emotional feelings associated with anything that can be labeled or defined. Think about it this way: You have expectations before you see the logo, walk into the store, pick up the package, know the promise, hear the message, or have the experience. These expectations can be clear or vague. They can include both satisfaction and discomfort. Expectations can be messy, and they aren't always accurate. And if that isn't enough of a paradigm shift, you’re gonna love this: Ultimately there’s no such thing as a successful or unsuccessful brand, the strength of a brand lies in how well it's aligned with the expectations had for it. Expectations which can't entirely be controlled but which we all seek to influence. That's where I come in.
My Goal is to help you achieve Your Goal
A brand and you as an individual have a lot in common. The goal of life is to figure out the unique way you can bring value to others such that value comes back to you. In essence this is your value proposition. Stated more simply: Your goal is to find your purpose and live up to it’s promise. This is a simple process: 1. Give value, 2. Get value, 3. In doing so create expectations, 4. Perform in accord with those expectations, 5. Build enduring relationships, 6. Thrive and grow. The formula is simple. What's difficult is doing it.
Brand strategy is the art and science of aligning behavior, communications, and expectations to create more value. I do it by helping you focus on value creation and delivery and by developing tools you can use to influence the expectations others have of you. Like a therapist who helps you become the best “YOU” you can be, I help you and your organization define your existing value, design how you can create even create greater value given your available resources, and then help you implement a delivery plan that not only makes you healthier and happier, it helps you build more satisfying relationships with all those around you.