5 always and 5 never When I work with a client on branding, I start by ensuring we both have the same definition of a brand and the requirements of branding. It is important that we both understand that ‘your brand is what your target market says about your when you are not in the […]

5 always and 5 never When I work with a client on branding, I start by ensuring we both have the same definition of a brand and the requirements of branding. It is important that we both understand that ‘your brand is what your target market says about your when you are not in the room’ and branding is ‘the process of eliminating the gaps between what exists now and what needs to exist in order to bring the brand to life’. One of the tools I use to address these gaps is something I call ‘five always and five never’.Using ‘five always and five never’ we ask each and every staff member to think about the job they perform in terms of the brand definition and identify the five things they should always do and the five things they should never do. That is, each staff member has to…