Refining Your Brand Makes it Stronger

A brand is refined from the inside-out by stripping away everything from the visuals, messaging and offers that are not what it actually is.

In my perspective a brand gets "off-track" when it tries to get a specific result:

More sales.

More engagement.

More attention.

(*Which is like all of us*)

In the process of attaching to an outcome, we start to fabricate our brand and attach unaligned things to it rather than refine and clean up what is present. We lose focus on what you are actually passionate about building your brand around. 

Fabricating a brand looks like wanting x, y and z results and then trying to think how you can get that result by changing and adding to the brand graphics, messaging and offers. 

The reason this never works in creating a sustainable, scalable brand is that you no longer have a real connection to your brand. In losing that connection, brands will start to fit everything and anything into the messaging and visuals that seems attractive. And this is what makes a brand very unclear and diluted.

When we look at strong brands, we notice that they are consistent in building their brand around their own unique blueprint. If they want to make more sales or get more visibility, they are not attaching more things to their branding. They are actually taking away unaligned messaging and visuals to make their brand crystal clear and therefore strong. And then amplifying the few - but key - elements that do represent their brand. 

Which is why understanding what brand refinement is and when it's time to do a clean up is so important.

Because a brand that is consistently refining itself is becoming stronger.

And a successful business is simply the by-product and result of having a strong brand. 

X SKYRIS