Does your brand house have good bones?

In the context of a brand house, “having good bones" metaphorically refers to the foundational elements and underlying infrastructure that support the brand's structure, growth, and resilience. Just as a well-built house with strong bones can withstand various challenges and endure over time, a brand with good bones possesses fundamental qualities that contribute to its success and sustainability.

Is your brand in need of an inspection? This “inspection” is called a brand study, a brand audit or brand analysis. It is both an external examination of a brand's various components, performance, and perception in the market along with a comprehensive audit of the internal infrastructure.  It involves gathering and analyzing data to understand the brand's current position, strengths, weaknesses, opportunities, and threats. 

The foundational components that should be considered:

Strategic Concept: This serves as the blueprint for your business, outlining the direction, objectives, and methods necessary for success.

Purpose, mission, and values: These foundational elements define the essence of a business and guide its behavior, decisions, and interactions with stakeholders.  Internal audits are important to assess that leadership and team members embody these.

Brand position: This is the foundation upon which successful brands are built and sustained in the dynamic and competitive marketplace.

Brand Pillars: These are strategic commitments that represent the key attributes or characteristics that set the brand apart from competitors and resonate with its target audience.

Stakeholders: Understanding stakeholders of a brand is essential for driving strategic alignment, building relationships, managing risks, fostering innovation, ensuring compliance, enhancing brand perception, promoting sustainability, and building resilience.

Every brand should conduct routine brand audits to prevent small issues from compromising the structure that can lead to irreparable damage over time.