brand vitality //
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brand vitality // *
“Our brand is how we tell our story to the world”
Our strategy is a bet; a clear and compelling theory about how we can deliver our unique value to the world.
Our culture is about energising people to back our bet, believe our theory, and dedicate their time and talents to making it happen.
And our brand is how we tell our story to the world so others are moved to act. No action, no point.
When we’ve got genuine Strategic Clarity and Cultural Energy, breathing life into our brand - creating Brand Vitality - should flow naturally.
How?
Our brand isn’t a logo, some design guidelines or a pile of marketing materials. These all come down the line.
Our brand is the strong thread running through everything we do and say.
It’s how we show up in the world.
It’s the promise we’re making.
It’s the story we create as we go along.
It’s the feeling we leave people with after they use our product or service.
Everybody in our organisation is an owner of, and a participant in, our brand.
It’s why our culture and our brand are woven together so tightly.
And it’s why doing brand work in an existing organisation is so hard.
There will be years of behaviour, assumptions, communications, successes and failures to sift through, searching for the thread to pull into today and weave into the story of tomorrow.
Yes, but how?
We do this through a brand workshop.
Using a simple framework we capture, simplify and focus our story, making it clear and bold.
If our brand came into the room whispering, we want it to leave singing beautifully and at full volume.
We seek to get people clear and aligned behind the most compelling elements of our brand story to take through to customer comms.
This isn’t about reviewing or coming up with creative ideas.
After this session, the creative choices should almost feel obvious and inevitable. Which isn’t to say they will feel risk free.
This is about creating a clear, bold brand framework everybody can believe in.