There are five steps to Branding overall, and three of them create a differentiating basis for it.

establish the value of Brand, so that the client hires us

This Course focuses on the ABC of Branding

understand the Business, settle on the facts, and identify the goals for Brand

build meaningful roots, and a matching go-to-market stance

must have poetic depth based on facts and infused with dream - which then marketing will more powerfully celebrate

verbalize and visualize B to let Brand act, speak, and look accordingly

brand-infuse all communications, and then actively market it

And where are the clients during all of this?

They follow along, contribute in different ways, and are in a hurry:

  • they want the operational effects promised in 1 and planned in 2;

  • they are excited about the shiny objects they’ll get in 4; and

  • they can’t wait to get started on 5.

As to 3, the root of it all, they get nothing directly practical from it. And on the consulting side, leftbrains tend to do it - resulting in a dry, factual but cool-worded 'promise' that then the creatives in 4 are asked to make it sing. Yet, 3 is what gives Brand its magic, a poetic depth rooted in facts and infused by dreams: that’s where unique value and related differentiation should reside to begin with, which then the creatives can make it sing even louder.