Many businesses think they have a brand but do they really?There's a big difference between having an identity and having a brand.

1. MUM!I’ve made a brand!

2. ( )
You’ve got a brand have you?
Then how come out of the
million of brands, consumers
only properly engage with a
small handfull?

3. THIS IS A PICTURE OF
NICK CLEGG BY THE WAY
Is it possible
you can be
well known
and still not
have a brand?

4. You may have a visual identity but
do you really have a brand?
VISUAL
IDENTITY
VS
BRAND

5. Don’t worry Nick - at least we recognise you.
IT’S THE
DIFFERENCE
BETWEEN
RECOGNITION
VS
EMOTIONAL
ATTATCHMENT.

6. Visual identity can deliver recognition.
Brand can deliver intelligent meaning
and emotional connection.
NB: If you’ve got a recognisable,
asthetically beautiful and
unique visual identity then you
should be quite chuffed... but
not so chuffed if you paid for a
brand and that’s all you got.

7. “
”
BUT WE DO HAVE A BRAND.
WE HAD A BRAND CONSULTANT
IN AND EVERYTHING!

8. MAYBE
THEY
SHOWED
YOU A
BRAND
ONION?
AND THEY
PROBABLY
SHOWED YOU
SOME
COMPLEX
CHARTS TOO.

9. CONFUSION IS A TACTIC TO COVER LACK OF UNDERSTANDING.
SIMPLIFICATION IS THE MOST DIFFICULT SKILL OF ALL.
Many brand consultants
confuse before they
try to simplify.

10. EMOTIONAL INTELLIGENCE IS EQUALLY
IMPORTANT AND AN ESSENTIAL ELEMENT
OF YOUR BRAND
Many brand consultants
work on IQ
whilst forgetting EQ.

11. It’s no wonder many
brands end up with a
framework full of rational
elements but devoid of
emotion.
NO ONE ENGAGES WITH YOUR BRAND BECAUSE
THEY RATIONALLY SHOULD... THEY DO IT BECAUSE
THEY EMOTIONALLY WANT TO.

12. Some consultants make us angry.
That’s possibly the only emotional reaction to
the brands they create.
CONSULTANCY
INSULTANCY!

13. Good. At least you are...
But maybe it’s time to see if your customers are too.
HOW ABOUT YOU:
FEELING
EMOTIONAL
RIGHT NOW?

14. NOW
WHAT?

15. First a basic question:
Would anyone come
to your companies
funeral?
APART FROM TO GLOAT OR CHASE INVOICES.

16. YES. NO.
If ‘yes’ then (belated) congratulations.
If ‘no’ then there’s work to be done.

17. It’s not difficult - just ask them.
MAYBE IT’S TIME TO
DISCOVER WHAT YOUR
CUSTOMERS
AND PROSPECTS
FEEL ABOUT YOUR BRAND

18. AND IF YOU’RE READY TO WORK,
THESE ARE SOME QUESTIONS YOU CAN ASK ‘EM:
The brand inspires me.
The brand has a conscience.
The brand challenges me.
The brand educates me.
The brand suprises me.
The brand provides an escape.
The brand is respected.
The brand shares my values.
The brand is passionate.
The brand show s originality.
The brand is a leader.
The brand has a clear purpose.
The brand has a clear mission.
The brand starts converstations.
The brand is valued by others.
The brand has momentum.
The brand is culturally important.
The brand is popular.
The brand involves me.
The brand has a dialogue with me.
The brand is part of my behavoiur.
The brand has integrity.
The brand is empathetic.
The brand has positive associations.
The brand is playful.
The brand is caring.
The brand is known.
The brand takes me to new places.
The brand is single minded.
The brand is accessible.
The brand is consistent.
The brand looks good.
The brand is trustworthy.
The brand has my best interests at heart.
The brand is safe.
The brand is clear.
The brand is memorable.
The brand experience is enjoyable.
The brand is useful.
Out of 10:

19. AND WHILE YOU’RE WAITING FOR THE ANSWERS
ASK YOURSELF: HOW CAN AND WHY SHOULD ANYONE
ENGAGE WITH YOUR BRAND?
Is your brand accessible?
Is it asthetically pleasing?
Do people want/want to work with your brand?
Is your brand empathetic?
Does your brand have positive associations?
Does buying/working with your brand pa sense of belonging?
Does you brand enhance life/work?
Does your barnd provide a sense of escape?
What is the experience of your brand?
Does your brand intrigue?
Does your brand have interity?
Do people use your brand because other do?
Does your brand invlove them?
Does your brand provide meaning?
Do people respect your brand?
Do people feel your brand shares thier values?
Does your brand bring people together?

20. NOW STOP READING THIS
AND GET BACK TO WORK.

21. EVERY
WHERE
BRAND
With apologies to Nick Clegg
info@everywherebrand.com