What’s brand’s brand?

In brand strategy work, the difficult but really important work often lies with distilling big, complex concepts down to their essence. I often force myself and challenge those I partner with to think of ONE word that sums up their company, product, or service. Probably one of the least liked but most insightful exercises we will do as a team. It forces focus.

So what about brand itself? What’s its one word?

I think it’s alignment. If brand does anything it creates an environment where organizations are aligned. Alignment creates consistency and clarity. Alignment is efficient, fast, and creates an environment of trust and innovation. Alignment allows for a crystal clear, surgically focused external brand experience.

Invest in brand. More importantly invest in alignment.