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Blog Posts by Tracy Lloyd


Workplace Behavior Helps Brands Compete

Workplace Behavior Helps Brands Compete

Brand strategy that is not activated meaningfully within an organization can fall flat. The best way to ensure employees know how to bring a new brand strategy to life and live its brand promise is to develop a strategy for addresing workplace behavior. When we set out to build our methodology for brand strategy, we had two bold objectives in mind: 1. Reduce the emotional distance between people and brands, to make lives more meaningful, and brands more successful. 2. Go beyond simply stating a meaningful ambition for brands, by showing the executive team, the management, and every employee...
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The Value of Mapping Business Strategy to Brand Strategy

The Value of Mapping Business Strategy to Brand Strategy

Brand strategy and business strategy should be closely linked. There’s a perception among many executives that business strategy is strategic, and brand strategy is a marketing tool – and not a strategic asset. As a result, businesses set ambitious goals, but don’t consider how investing in and developing a brand strategy could help get them there. As a brand strategy agency, we rely heavily on our client’s full disclosure of their business strategy – their goals and objectives, pitch decks, revenue reports, exit strategy – to build a meaningful, emotive brand that will transform their business, drive revenue, enable...
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Brand, Purpose, Culture: The Triple Threat For Business Right Now

Brand, Purpose, Culture: The Triple Threat For Business Right Now

In Tandem We talk a lot about how businesses today need a strong brand, a clear purpose, and an inspired culture. Each of these brand components are playing a greater role in business success today. Sometimes it appears that if you just have one, you might be able to turn your business around. But this is no longer the case. Without all three – brand, purpose, culture – working together and driving one another, rising to the top is not a possibility. Simply embracing purpose is no longer enough to stand out. Even the most talented people aren’t going...
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Brand Purpose Drives Trust

Brand Purpose Drives Trust

Brand Purpose Drives Trust How does brand purpose play into building trust? As customers become more connected, more involved, and more engaged than ever before, it becomes more and more difficult for brands to earn their trust. And this trust is key to successful business today. High-trust companies “are more than 2 ½ times more likely to be high performing revenue organizations” than lower-trust companies. One of the strongest drivers of trust today is purpose. People want the brands they buy from and the businesses they support to work in line with their values, goals, and greater aspirations for...
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Mistakes to Avoid When Activating Strategy

Mistakes to Avoid When Activating Strategy

Activating strategy is an integral part of moving your brand and business forward. Your brand strategy is a road map for success that positions your business for the future. It’s the set of tools meant to bring your brand to life and move your business forward. Activating strategy means you need a strong go-to-market plan in the hands of a motivated, aligned marketing team to steer how the brand looks, behaves, and speaks – inside and outside your business walls. Strategy is Set. So, What’s next?  The value of a strong strategy can’t be fully realized until the strategy comes into real...
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