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Branding: Thinking From the Inside Out

When we think of branding, far too often all the focus is put on logos, colours, and how we advertise. Yet when we turning our thinking towards the internal the true benefit of branding is truly revealed. The outward presentation of your company must be in line with how your business operates. Before evacuating your brand you must define your goals. A brand should be built around your vision, your mission, and your values.

In defining your values focus on your business’s overarching aspirations of what it hopes to achieve or to become. For your mission describes what the business needs to do now to achieve the vision. Once why and how are clearly described you need to define what the business believes in and how employees are expected to behave—with each other, with customers and suppliers, and with other stakeholders.

Using these three statements you will now have a guide of what your brand is. Each step towards improving your brand should be tied back to one of these statements in some way. This will allow you stay focused on the important parts of your brand and have a standard to keep your brand consistent.

Once you have a clear plan and an ability to evaluate your process you can turn your energy into developing your outward brand.

Use this checklist along with your vision, mission, and values to check in on how your brand is represented.

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Branding: As a System

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