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The Brand Anatomy

By Jon Dixon,2014-04-30 13:33
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The Brand AnatomyThe,the,THE

The Brand Anatomy

    This defines your organisation and the “experience” your customers can expect. This is your

    starting point for creating a Customer Culture.

Vision

    What is your company vision?

Brand Promise

What is your reason for being?

What do you offer your customer?

Our Values

What Values underpin your business and help you deliver this?

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Beliefs “We believe that…”

    Formed by your Values; What do you believe about your business and the way you do things?

    The Brand Behaviours “On Brand” The Brand Behaviours “Off Brand”

    What behaviours support your brand? What behaviours will destroy your brand? (be specific) (be specific)

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