Branding is Work, Not Just a Logo

The author argues that branding is more than just a logo. It's a promise, a story, and a reflection of the work your organization does. He uses the term "re-logo-ing" to describe the common practice of focusing on the visual aspect of branding instead of the underlying values and actions that define a brand.

• A logo is just a visual representation, not a brand. It's the work you do, your values, and the experience you deliver that build a brand.

Clarity Matters

The author stresses the importance of clarity in branding, emphasizing the need to clearly define what your organization does and what it stands for.

• Be specific and consistent in your messaging.
• Avoid compromising your core values.
• Focus on being clear about what your organization does and its values, rather than trying to appeal to everyone.

Branding is About Action

The author states that branding is about action. It's not enough to simply understand your audience and what you stand for. You must act on those insights and make them tangible.

• Your brand should be evident in your daily work.
• The actions of your organization should reflect your brand values.
• Don't be afraid to walk away from projects or opportunities that don't align with your brand.

Building a Culture

The author emphasizes the importance of building a culture that aligns with your brand.

• Your culture should embody the values and mission of your organization.
• Employees should be committed to delivering on the promises of your brand.
• This builds trust with your audience and strengthens your brand.

Marketing and Branding

The author argues that marketing is a component of branding. He emphasizes that marketing efforts should be aligned with your brand values and messaging.

• Your marketing efforts should focus on reaching the target audience for your brand.
• You should use language and imagery that resonate with your target audience.
• Marketing efforts should be consistent with your brand message.

The Power of the Elevator Pitch

The author suggests that a concise elevator pitch is an important tool for communicating your brand's value proposition. It should be brief, engaging, and leave people wanting to know more.

• The elevator pitch should be clear and concise.
• It should highlight the value proposition of your brand.
• It should be designed to pique interest and generate follow-up conversations.

Branding Agencies

The author acknowledges that branding agencies can be helpful in guiding organizations to define their brand. He suggests that the real value of a branding agency lies in its ability to make clients confront difficult questions about their values and work.

• A branding agency's primary role is to challenge clients to think deeply about their brand values and mission.
• While visual elements are important, the focus should be on defining and aligning actions with the brand.
• The goal is to create a brand that is authentic and resonates with the target audience.