Brand Tools     Brand Decisions    Brand Strategies

The foundational elements of brand building can be the most elusive, but they are perhaps the most important. These essential strategies change the least and enable other work. Brand builders seek answers to these hard questions first. Going deeper and getting to the core philosophy takes longer, but pays off over the long term because understanding the motives behind customer decision making creates a firm foundation. The most cohesive brands last.

This framework is from Brand Identity Essentials, now in its second edition. You can buy the book and download our Brand Curriculum and Brand Audit template.