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Brand Strategy Basics


Six Secrets of Thriving Brands

Six Secrets of Thriving Brands

This is the second post in our “Brand Strategy 101” series. Last time, we discussed why a brand is so difficult to define. While a brand might mean different things to different people and different businesses, at Emotive Brand, we think of brand as a driver of business. When a brand connects with the people who matter to your business, the business is positioned to thrive. But, for a brand to connect with people, some important factors come into play. We have identified six of the most powerful attributes that thriving brands and businesses have in common:   1. Meaning...
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What Makes a Great Strategist?

What Makes a Great Strategist?

A Team of Strategists Lots of businesses use the title of strategist for roles within their organization. For us at Emotive Brand, we have a very clear and defined view of what makes a good brand strategist. We carefully curate our project teams of strategists with a focus on selecting the skill sets and experience that are best suited for our clients and our projects. The Need for a Great Strategist In today’s hyper competitive, interconnected, always shifting world businesses need great strategists to really drive their business and brand forward. When recruiting and hiring strategists at our agency, there...
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Business Strategy for Brand Strategy

Business Strategy for Brand Strategy

Planning for Tomorrow We’ve written a lot about the importance of aligning brand and business strategy. But many leaders dismiss the business strategy as something necessary for the brand strategy. However, without understanding where the business is going, the brand can’t help the business grow in strategic ways. Aligning Leadership It’s obvious to work with the marketing team when developing a brand strategy. But gaining clarity on the business strategy can’t happen in a silo. You can’t develop a coherent brand strategy without internal alignment around the business strategy. That means bringing together the operations, sales, marketing, and HR...
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Is it Time for a Brand Refresh?

Is it Time for a Brand Refresh?

What Got You Here Sometimes it’s hard to recognize that it’s time for a brand refresh. Why embark on a brand refresh if your business is successfully growing? Many high-growth companies grow organically, without any strategic direction. Things takeoff. Your team expands. New offices open. Your product line multiplies. And growth mode may happen without making plans for how the brand will accommodate and flex as the business develops. Amidst a growth mode, decisions are often made that help an internal team manage change. In many cases, this means that some of the key brand components end up holding greater...
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How To Make A Business and Brand Transformation Successful

How To Make A Business and Brand Transformation Successful

Emotive Brand hinges itself on the power of business transformation through brand strategy, and brand strategist, Jo Schull adds a honed strategic mind to our team. By working directly with clients to help understand the true essence of their business, she uncovers the necessary internal and external strategies needed to transform the potential of their brand into a reality. In this interview, Jo offers her thoughts and expertise on how to make a brand and business transformation successful. People are always talking about business transformation – what does that mean? Business transformation can mean different things to different people. Some...
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Building a Brand Voice: An Interview with Emotive Brand’s Account Strategist

Building a Brand Voice: An Interview with Emotive Brand’s Account Strategist

Building a Brand Voice: An Interview with Emotive Brand’s Account Strategist As an Account Strategist at Emotive Brand, Paige has helped many brands come to life. In addition to her role, Paige is also our go-to expert when it comes to crafting and developing a brand’s voice. She understands and deeply believes in the value of a well-articulated, emotionally impactful brand voice, and there’s nothing more rewarding for her than seeing a brand embrace their new voice and see the positive impact it has on the business. In this post, Paige shares her thoughts on the importance of a...
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