The Bones of a Strong Brand: Structuring the foundation for success, Part One
[Surprise, I decided to make this a three-parter to save you from a long(er) ponderous read.]
The foundation of a strong brand starts with some very important building blocks. Taking time to chisel out the boundaries and fortifying the strength of those building blocks is essential to engineering a successful brand.
If youíve ever been to New England, you may be familiar with some of the old farmhouses. They may have windows in odd spots, additions sprouting from unlikely locations, and gables popping out of the roof at rakish angles. We find the haphazard organic sprawl charming today, but it was a seat-of-the-pants response to satisfy an immediate need.
Unless you want to end up with a quirky, inconsistent and insubstantial brand, it is essential to understand the hierarchy of building a brand. The first three key elements are: naming, branding and identity. To be the architect of a successful brand, give these elements careful consideration—not just for how they will work today, but with an eye to the future. In Part One, Iím going to focus on…
Whether you are naming a new organization, renaming post-merger or evolving an existing name, some elements to consider are:
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The Bones of a Strong Brand: Structuring the foundation for success, Part Two
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