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The Bones of a Strong Brand: Structuring the foundation for success, Part One

old farmhouse

[Surprise, I decided to make this a three-parter to save you from a long(er) ponderous read.]

The foundation of a strong brand starts with some very important building blocks. Taking time to chisel out the boundaries and fortifying the strength of those building blocks is essential to engineering a successful brand.

If youíve ever been to New England, you may be familiar with some of the old farmhouses. They may have windows in odd spots, additions sprouting from unlikely locations, and gables popping out of the roof at rakish angles. We find the haphazard organic sprawl charming today, but it was a seat-of-the-pants response to satisfy an immediate need.

Unless you want to end up with a quirky, inconsistent and insubstantial brand, it is essential to understand the hierarchy of building a brand. The first three key elements are: naming, branding and identity. To be the architect of a successful brand, give these elements careful consideration—not just for how they will work today, but with an eye to the future. In Part One, Iím going to focus on…


Whether you are naming a new organization, renaming post-merger or evolving an existing name, some elements to consider are:

Choosing the right name is never easy. Rather than relying on friends, family and colleagues—each of whom has an opinion and usually very little cred to back it up—bring in a professional to guide you through the process. Build. Strong. Bones.

Before You Brand: The Gut-check Guide to set up your brand for successAre you ready to build or energize your brand but don't know how to get started?

Are you unsure about how to select the right brand consultancy for your business?

Sign Up for ALLEnews and get a link to download the bonus: "Before You Brand: The Gut-check Guide to set your business up for branding success. These 7 strategic steps with guide you in making a smart selection.

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Next Issue:

The Bones of a Strong Brand: Structuring the foundation for success, Part Two

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