Brandtalk banner 2018.05.jpg

Finding Your Brand’s True North Star

We once surveyed Boardwalk’s clients to find out what was the one, most valuable thing they gained from working with us. The answer? Clarity. They could see their businesses, for the first time, through the eyes of their customers and clients. They understood, finally, how their markets wanted to relate to them, how their businesses were expected to behave. This clarity afforded them a singular vision of what each business could – should – be. In turn, that vision could be shared with everyone in the company. “This is the ideal us. This is who we aim to be everyday. This is our North Star.” In this sense, a clear brand strategy is a powerful management tool. It gives everyone in the business a quick and easy-to-grasp concept of what the company’s purpose and mission is. Everyone gets the company’s positioning. Everyone starts rowing in the same direction. But the brand strategy is not solely an inward-facing tool. Customers, suppliers, financiers – every constituency in your market – all see the same North Star and how your business is striving toward it. They judge your brand by its choice of North Star and by how devoted your company is to following it.

Read More

Topics: Strategy, Price Resiliency,

Sign up – Brandtalk

New Call-to-action

Best Branding Reads
Week of September 16, 2019

Volkswagen unveils new branding as part of company-wide reboot
VW, still reeling from its breach of market trust, has to retool in the face of a disrupting auto industry.

Is the Automotive Industry Ready for Sonic Brand Expression?
Can you hear it coming? More disruption in the auto industry.

Building Brands On Customer Passions
This story of the kid who loved University of Tennessee makes you believe in humanity’s decency. It also is a textbook example of how markets shape brands.

Brand Equity: A Strategic Pillar for Competitive Advantage in Luxury Markets
Article shows how and why markets are attracted to brands perceived as authentic.

A Study of 597 Logos Shows Which Kind Is Most Effective
Spoiler alert! It’s descriptive logos. But only maybe – some of the time.

New Wordmark and Identity for Duolingo
Not a big fan of the owl but I guess he’s popular. Really love the typography he inspired.

Struggling J.Crew is getting left in the dust by Madewell, a brand of its own making
Wow. Beware the spinoff brand.

Recent Posts