The equation above represents your brand.
Looks daunting doesn't it?
Not if you know what steps to take.
Step One
Convert the numbers into the same base.
27 = 3^3
81 = 3^4
Character
Understanding the mindset and values of a brand gives you a strong base to build upon. The patterns, relationships and structures uncovered during this phase define the work going forward.
Arena
Understanding the world your brand lives in allows you to avoid making assumptions about the challenges and opportunities that await.
Step Two
Cancel out the 3s and 4s in the exponents.
Step Three
When you multiply numbers of the same base, you add the exponents.
Positioning
Understanding how the competition is positioned allows you to spot the whitespace, utilize your strengths, and capitalize on the competitions weaknesses to differentiate your brand, and increase your chances of success.
Experience
Understanding not only how your brand is presented, but also how your audience receives your brand. This is about the lived experience from first to last impression.
Step Four
Add the exponents within the brackets, any number multiplied by zero is zero.
Step Five
Factor out the 3s and you get x=0.
We did it, we solved for x.
Identity
Once all the research has been conducted, and relevant insights discovered, then and only then, can we proceed to developing the brand identity.
