1/ Be Purpose-in-Mind Built

At a human level, interaction with your brand must:

1/ Make sense – reflecting a business or brand purpose

2/ Be created to work – for your team and customers

2/ Empower & Enable People

A brand that has a clear, authentic articulation of purpose, personality and identity can empower and enable a team to establish a day-to-day confidence, liberated to live the brand, walk-the-talk and stand behind something they believe in.

3/ Position Appropriately

Not all brands need to push beyond a business category, some just need to look like they belong in it!

Of course there are brands and products that have the potential to push outside their business category, look different, be different and change the game, but in most cases, business’s just need a brand identity that is authentic to who they are, has personality, strategically engages the target market and looks professional.

4/ Fix Existing Issues

Brand projects must fix any existing day-to-day brand usage or communication issues.

Far too often agencies, designers and creatives replace one brand design asset or communication issue with another. Brands need to work at every level of contact (behind the scenes, at all customer touch points and experiences).