There are many elements that make up a brand. But at the core of it all, there is one thing that truly defines your brand. Your values. The things that you stand behind no matter what.

Your core brand values are what your company stands for guides your actions and decisions. However many companies fall into the trap of writing trite and meaningless statements that are common sense, rather than truly differentiating.

Focus less on trying to craft the perfect vision of how you want to portray your brand. Focus instead on becoming something worth caring about.

It’s important to make sure that your perception of the brand aligns with your entire company. Answer these questions about your brand. Then send the survey to a cross-section of your employees and see how they match up with your initial responses.

Here’s one way to look at your branding efforts. Think about them like bank accounts. Imagine that you setup 3 types of accounts.

The concept of a Brand Promise isn’t new. It’s a clear articulation of your unique value proposition.

In the 60 Minute Brand Strategist, Idris Mootee posits that one way to describe a brand is that it is a “point of view.”

There are a few key lines you should always be able to explain about your brand. Complete the following lines and be prepared to recite them whenever someone asks about your company.

This exercise helps you to explore new ways to describe your brand by relating it to other famous brands.

It’s not about launching a new branding campaign.