Define Your Brand – Building a Strong Foundation

Every brand development project begins with an examination of the Three Cs of Branding.  Like a three-legged stool, even a strong brand cannot stand for long unless each element is firmly rooted in the organization.  These elements are:

Clarity – A strong brand is not open to interpretation.
Consistency – A strong brand is always what it claims to be.
Character – A strong brand is genuinely customer-centric and adds value.

We encourage our clients to ask themselves the tough questions and listen to the (sometimes) tougher answers to shape and craft a brand that will stand the test of time. For example:

Clarity

• Who is your brand?
• What does your brand do?
• Who does your brand do it for?
• Why does your brand matter to them?
• How is your brand different from the competition?

Clarity ensures your brand is focused on the market that is most profitable!

Consistency

• How does your brand present the company to your customers?
• How does your brand present the company to your vendors or partners?
• Are your brand’s materials and media reflective of this message?
• Are your brand’s messages and materials unified in their presentation?

Consistency generates your brand presence in your target market!

Character

• If your brand were a person, would you do business with them?
• Does your brand create a positive reaction within your target market?
• Is your brand’s central focus on adding value to the target market?
• Does your brand connect with your target market on a level that turns necessity into demand?

Character causes your market to need your brand instead of just wanting it!

With a strong brand in place, a solid strategy is vital to ensuring business success. Even if your organization has
an overall strategy in place, your brand strategy should be constantly refined to ensure continuing business success.