Is your brand building a culture that gives you a competitive edge?  

Purpose

Purpose statements unite and inspire people around a common goal. They:

✔ Provide more clarity for leaders to make hard decisions.
✔ Give more meaning to help employees do their jobs with more energy.
✔ Give more value to help customers to choose your brand more often.

A clear purpose gives your brand a sense of direction and something to be guided by.

Strategic foundations

Your strategy foundations form the bedrock for  a clear and coherent plan that infiltrates many aspects of your business to shape the perception and gut feel that people have about your brand. It helps you stand out from competitors and build alignment from within. 

Without a solid foundation on which to build your brand it will lack a structure and consistency required to stand up over time. 

Market Positioning

Your brand does not exist in isolation. There are many different competitive alternatives that customers can choose. Positioning is about being crystal clear on what makes you different and unique and why potential customers should choose you over an alternative option. It's hard getting real about what makes you stand out and even harder articulating it, but it's worth it.

Brand and culture alignment

Most of the time we focus on our brand as something external to our organisation, a promise we make to customers. But our people are the ones that deliver on this promise so if they don't act in-line with our brand then what we promise and what we deliver will be too different things. When these two things are aligned your brand can truly be a business driver.