How to find your brand essence in a week.
Here’s what to do this week to find your essence:
Talk to your hiring managers, ask them what qualities their best team members embody.
- character qualities (personal values and ethics)
- work ethic qualities (work/life balance, workaholic, easy rider)
- personality qualities (light heartened, academic, etc.)
Talk to your teams. Tell them you’re trying to define the underlying truth about your organization – what are the things that each team member shares in common – or comes close – you’ll be very surprised to hear what they say.
- Take these words and map them out randomly on a board or large piece of paper.
- With your leadership team take a step back and circle the words that reflect your current state in red.
- Circle the words that reflect your desired future state in green.*
*defining a future state is imperative. A company without aspirational qualities is a company stagnating.
Write these on another piece of paper and come up with a short 3-5 word statement that reflects your “ideal fit” – your brand essence.
We have found it often takes an outsider’s perspective to become crystal clear on your Brand Essence and here is the payoff. You will start sending consistent and focused marketing messages that match who you are and magnetically attract your ideal customers.
To get crystal clear on your brand request a Brand Discovery session with Studio Pinpoint. Fill out the form to the right (under the list of recent posts) or request your Brand Discovery here.
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Brand Guide for BusinessThe Brand Guide for Business, originally published in 2010, is a do-it-yourself brand guide for entrepreneurs and start-ups. Define your unique selling proposition beyond quality, innovation, and service – there is something unique about you that is truly different, find it with this guide. Visit the brand marketing plan website for more.
BooksRomana is a contributing author in Wiley's Interior Design in Practice Read a few pages from Romana's chapter here.