Chase Baker, Unsplash
The difference can be seen in your culture.
A big part of our brand discovery process is to uncover the good that already exists and lean into your strengths: the differentiators, the value, the heart and soul of the business, the why. That discovery process is enlightening.
Sometimes, you find that you’re aligning your external brand to reflect what you already know and live by internally. Sometimes, thinking about how you want your brand to show up in the world makes you realize there’s work to do internally first.
“We are committed to our customers living more eco-friendly lives.” – Says the company that makes everyone commute into a city for in-person jobs that don’t pay them enough to live near the office.
“We all strongly believe that by helping green-tech startups with IT support, we’re contributing to their impact on the future of our world.” – Says the CEO of a company that runs on strict processes, entry-level talent, and little internal training on the “why” itself.
See what I mean?
Tom Wolff, Unsplash
Your brand is only as good as the trust you build in it.
Once we know your strengths, we can identify where the intersect is between what you want to be known for and what you can be known for. We find where you can position yourself to plant your brand in hearts, minds, and markets. Then, we build people’s trust in that position so it’s obvious to everyone how firmly you’re holding your spot.
That trust starts within. If you’re not living it, you can’t be known for it. Period. Living it looks like passion and energy shared across the organization toward a common mission. It’s a code of ethics, values, spirit, personality, operational practices, and more.
When a strong internal culture supports and validates a meaningful and impactful external brand, believers are made.
Not sure what you are supposed to be “living”?
A Brand Session is a good place to start. This 3-week sprint is highly effective in uncovering your truth and translating it into a visual system ready to show the world. Living up to it is an ongoing game, but we’d love to help you get started.