Brand thinking that drives business impact

The answer to this initial question gives you the foundation of your brand. Without a clear purpose and vision, businesses lack direction.

• Do you have a compelling reason for existing beyond profit?
• Is your vision inspiring and well-defined, does it help to guide both short and long term decisions?
• Can all your employees articulate why your company exists?

Often tucked away in the head of leadership, answering why you do what you do will help align teams around a common direction and build deeper connections internally and externally.

Your “what” defines what you do, for who, and how you position yourself in the market.

• Can you clearly articulate your unique value proposition?
• Do you solve a specific customer problem better than the competition?
• Is your positioning consistently communicated across all your channels?

Without this clear and compelling “what”, your brand risks being interchangeable from others or, at worst, forgettable.

Your “how” is what sets you apart, giving depth to your “what” by digging into the way you do things

• Do you have proprietary methods, processes or an approach that competitors can’t replicate?
• Is your brand instantly recognisable through distinct visual and verbal elements and assets?
• Can your customers easily identify what makes you different?

If you don’t stand out, you’re going to blend in. Answering your “how” provides defence against the fastest way to become irrelevant.

Your “who” defines how you behave, both internally and externally.

• Are your company values clearly defined and embedded in decision-making across the organisation?
• Do your employees actively embody and champion your brand?
• Is leadership setting the right cultural tone?

Your brand is only as strong as the people who believe in it. When employees live the brand, customers experience it with more authenticity.