Brands are beings, brand beings!

If we used a different lens to look at brands, as beings that need to be taken care of daily in order to survive in the market place we will have a deeper appreciation on the amount of work needed to keep a brand alive. We need to constantly guide brand work, understand what the brand stands for so that the work that we do aligns to the brand.

Brands have personality, and we need to understand getting into initiatives that will align well with the brand. A brand that loves being outdoors and experiencing different things will feel a bit restricted if expected to be indoors. Those that know and support the brand will immediately see if the brand wants to do something that does not align with it. Values guide how we operate and react to everything that comes our way, so we need to always be in sync with the values in which the brand wants to operate and bring that out daily.

A brand that is very much self-aware and understands how it operates, will never be confused on what to do in the market place as the internal compass is extremely clear.