What drives magnetic branding?

Most folks think of branding as just a "words and pictures business."

That's like thinking basketball is just a wins and losses sport.

It's not wrong, but it barely scratches the surface. What comes before? What about after?

How does a company decide what words and pictures to use in the first place? Hell, how does a company decide anything?

Branding is really an "actions and behaviors business." And your organization needs an ultra hot and gooey molten brand core driving everything.

Call it whatever you want (I only kinda care what you call it):

A brand book

A brand charter

A brand strategy

A brand essence

A WWJD bracelet for your brand

It's not really that important what you call it (it's brand strategy, btw). 

What's most important is that you have it and that it’s actionable. That your organization is running on some sort of operating system for the brand.


✌️
Rvw

P.S. This is from an old draft, so I can't remember where I got those quotes. I don't want to take credit for those words, but I don't know who to give the credit to, unfortunately. I'm trying to do a much better job of this in my notes and drafts these days.


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