Creative brand strategy —
made visible

a successful brand  — identifies, engages, informs and builds relationships

If you don’t decide and clearly communicate what makes you unique, special, what makes you the better choice and why—then you’re leaving it in the hands of your audience (and your competitors) to define your brand.

How do I define what makes a winning brand?

Purpose

+

Personality

The twin driving elements that make a brand engaging and irresistible are Purpose (your why) and Personality (your who and how).
It’s a lot like people.
Garrett Reil – brand consultant uncover your purpose
to design your brand on purpose

Your brand or organisation has a purpose in the world. It could be lofty or straightforward, but it should articulate some greater meaning, some problem it solves (beyond ‘make the big bucks’). Brands that define and harness that meaning — and live it! — have a proven record of business success.

The right questions will lead you to the brand strategy
Answer some simple questions

To get to the core of your brand, there are four key questions to answer. Together we can answer these questions to uncover your uniqueness, and define a clear and simply understood strategy for your future brand. Why, who, how and what: These are the building blocks of your brand advantage...

Process – four questions to answer

The building blocks of your brand advantage

Why

you exist
The place to begin.
Often called mission or purpose. What’s the driving purpose of your brand? This can be simple or complex, functional or aspirational.

Who

you are
What do you believe in?
Your values or beliefs.
This is important inside your organisation or brand, but it will be evidenced in how you behave externally.

How

you do things
What’s your unique way of doing things? How does your brand communicate? Your beliefs and values direct — and are reflected in — these behaviours.

What

you do
A simple description of what you do. This should be broad enough to allow for change and growth — and be more than just the category you operate in.
building your brand advantage

When we have answers to the key questions we identify and distil your central brand idea — a core truth, expressed simply, that makes your brand unique and compelling.

Your unique
brand idea

Your brand idea, North Star, positioning, mantra... whatever you call it, this simple truth distils, inspires and informs everything you do — and how your brand relates to the world

Before you build, create a solid foundation.Let’s discuss

Get the best from your brand.
If you want to discuss the issues and opportunities you face…
get in touch
© Garrett Reil 2012-2022.
Some images are placeholders courtesy of client brands and partners and all rights remain with individual photographers and rights holders.