Smart brands know their target consumer.

How well do you really, know your consumer?

Most companies who are operating in the middle of their pack have a general understanding of their consumers but need to conduct a deeper dive. When was the last time you connected with your ideal customer to really understand their pain points and how your brand uniquely fits into their solution? You must go deep and really understand your target consumer wants, needs and aspirations – and how your brand specifically fits into their lives.

Smart brands have a consistent identity.

Is your Brand Identity (Strategy + Design) synergistic?

You probably already have some strategy and design in place if you’re able to maintain middle of the pack. However, I’d bet that some of what you’re doing is unfocused, you might be trying to do too much or the work lacks undeniable magnetism. Now is the time for clarity - linking Strategy + Design. You need a compelling design brief - to visually ignite your brand identity across all consumer touch points including brand experience, website, social media, sales and promo materials, etc.

Smart brands tell a narrative.

Does your brand tell a clear narrative that stands out from the competition?

When you’re an Average brand, you tend to get lost in the clutter. The biggest thing you can do to stand apart is articulate your Value Proposition – what makes your brand different (and better) than the competition? You must be clear, concise and differentiated to capture + convert consumers as well as guide + inspire teams. It’s time to lean heavily into your brand identity and articulate brand benefits and the emotional impact of your brand on target consumers.