Whatâ€™s wrong with these pictures?
Spontaneous Vibrant Dynamic
Informal Unconventional Avant-garde
Contemplative Carefree Serene
Thoughtful Imaginative Reflective
Reliable Consistent Efficient
Casual Hardworking Do-er
What is a brand?
A brand is how you present yourself. â€Śit is the vital match between the outer expression of your business and your inner business reality.
A brand built from within allows you to be absolutely unique.
The usual way. Look outside, check the competition, find the gaps and fill it. The match doesnâ€™t matter to them Butâ€Śit does matter.
Why it mattersâ€Ś Inside matches outside
Inside matches outside
Brand Essence Essential. The underlying truth.
Sharing Responsibility Balance
Responsibility Essence = deeply held value Often taken for granted
How do you find your essence?
Process of Discovery
1. Uncover your values through your leadership. They influence the culture. Culture is the clue to uncovering values. Culture is the sum total of the values and character.
Define character: personality, uniqueness and quirks Get a third party perspective. Look for the validation, the match between what the leaders says, the culture and team perception.
Build on your strengths.
2. Explore the way you communicate. Benchmark those you admire. Know your rules of respect.
3. Understand what you offer. Is it new, better or different? How do you want a customer to feel?
4. Take a step back. Layout your findings and take note. Let your values emerge. These are the qualities that form a foundation for your brand.
How we built a brand out of responsibility.
Liza Brand Essence Liza stands for life inspired by family, community and home.
Brand Positioning Brand Personality Brand Promise
Liza Brand Positioning To create communities that: • stimulate local environments • invoke reciprocity • elicit feelings
Liza Brand Personality Welcoming, Complete Warm, Enlightened, Rich
Liza Brand Promise We are always conscious of our actions, innovative in our approach, artistic in our delivery and holistic in our commitment to forming communities and lifestyles.
To differentiate yourself â€“ find the answer within.
Our brands speak volumes to the world about who we are.
Our brands are the outer expression of our inner vision.
Our brand is who we are.