DNARB

 

When you work with a marketing agency, they should look at your brand from every angle. They need to hold it up, turn it upside down and shake it around. 

They need to zoom in and zoom out. 

You and your agency need to review the following elements of your brand:

  • brand differentiators

  • brand positioning

  • brand alliances

  • brand objectives

  • brand resources

  • brand essence

  • brand identity

  • brand personality 

  • brand tone and voice

  • brand energizers

  • brand market value

  • brand offerings

  • brand weakness

This is just a starting point. There are at least a dozen more considerations.

Strong brands invest in this effort upfront to avoid confusion. Clarifying your brand provides the structure and focus needed to succeed with your business strategy.

 
BrandingHenry AdasoComment