3 Reasons You Need An Expert In Brand Development
A mission statement defines what you do. A brand personality defines who you are.
1) A brand developer knows the right questions to ask.
An expert in brand development is armed with different ways to uncover sub-identities, or legacy identities.
A sub-identity is a secondary “leaning” that a brand may have. It’s very common to have a dominant brand personality balanced by a secondary identity.
A legacy identity is one that has persisted, though the brand has evolved. Tenured employees are most often the ones clinging to legacy ideas of the brand personality.
2) A brand development expert understands the difference between what you are saying, and what you are meaning.
At face value, some answers that are given in brand development sessions can be misleading. An expert knows this and can help navigate the stakeholders to the proper identity.
3) A brand development expert knows how to handle “outliers”.
Outliers are answers that do not trend with other brand discovery answers.
It could be due to a stakeholder’s personal identity poking through, or a latent identity trying to come out. An expert knows how to draw out the possibility of other identities, or when to discard irrelevant answers.
