Your brand needs an elevator pitch, but not for the reason you think

Your brand needs an elevator pitch, but not for the reason you think. TL;DR: An elevator pitch isn’t just a sales tool—it’s a clarity tool. It helps you define and articulate your brand’s character, value, and position so you and your customers both know exactly what you stand for.   your brand needs an elevator […]

Do your employees understand your brand?

Do your employees understand your brand? We usually think about branding as it relates to customers and clients. But branding is important for employees too. A brand isn’t just a logo or a marketing campaign – it’s the experience people have with a company at every touchpoint. And for many companies, especially in service-oriented industries, […]

Your C-suite team needs a unified brand vision

Your C-suite team needs a unified brand vision You might be surprised to learn that C-suite members share different, sometimes competing visions for their brand. High-level leaders govern different processes within companies. This means they see different facets of their brand as well as their customer’s pain points and blind spots. A leader in product […]

Do not put your ego into your brand.

Do not put your ego into your brand Your brand needs clarity – but it doesn’t need your ego. Clarified brands focus on the people they serve. It’s easy to get carried away and focus on building “the brand itself” for the sake of making it a project. Brands represent the experiences people have with […]

Understand your brand’s positioning in its market

Understand your brand’s positioning in its market. You might be surprised to learn that even well-established brands struggle with knowing exactly where they stand in the market. Brand positioning isn’t just about where you want to be—it’s about understanding where you actually are in the minds of your customers. What key challenge do you solve […]

Consider the emotional impact your brand creates

Consider the emotional impact your brand creates The products and services you provide impact your customers’ lives. What emotional impact does your brand have on them? Maybe you understand the challenges and expectations of building a home, reassuring people as you guide them through a long and complex process. You might know the dangers of […]

Create a list of words your brand avoids.

Create a list of words your brand avoids. Just as brands should know how they want to be understood, they should also know how they don’t want to be perceived. Create a list of words that your brand should avoid using. For instance, does your brand offer value? If so, what kind? Does it offer […]

Create a list of words your brand loves.

Create a list of words your brand loves. People love words – and so should brands. By creating a list of words your brand associates with, you can develop an effective and consistent way to talk about your brand that can be applied throughout your organization. These words can also guide your SEO efforts, marketing […]

Brand clarity is what separates leading brands and everyone else.

Brand clarity is what separates leading brands and everyone else. Our work with brands of all sizes and stages has shown one consistent fact: clarity sells.Best-in-class brands are ruthlessly clear about three things: Presence People Purpose These three factors separate the clarified from the unclarified, the brands that thrive from the brands that die. We […]

Is there a gap between how your brand is perceived and how you want it to be perceived?

Is there a gap between how your brand is perceived and how you want it to be perceived? Brand managers are often surprised to find their brand’s intended image disconnected from its perceived image. Your brand can have a clear value proposition with consistent messaging, but it won’t matter if those two things speak to […]