Corporate branding is about recognizing your brand’s individual identity. What makes you different? Why would companies choose you to work with? To find that differentiator you need to follow these three steps.
Back in 2011, House of Performance was struggling with their identity, and they asked Bohemia Amsterdam to help them create a clearer image. We did.
Ask why seven times
Ethnographer and bestselling author Simon Sinek describes a Golden Circle of human motivation. He says products arise out of the inner reasons why companies do what they do. When you ask House of Performance what they do, they might respond that they are a management consultancy firm that increases performance on the work floor. But what happens if you ask ‘why’, seven times, in a boardroom? They would move closer and closer to the real reason behind their daily activities. And they might conclude that the reason that they increase performance is because they have the special ability to see the true potential of people. That’s exactly what happened.
Scan your own words
Existing companies have their own vocabulary. It’s in their brochures and correspondence and on their websites. Put all your company’s words together in one list and scan them. What makes it sound like typical you? Is it specific words, phrasing or tone? Pinpoint that typical sound with one descriptive word, and you’ve got your character.
This is how we, together with House of Performance, uncovered their brand essence. It was ‘Tough love’: helping people in the long run by driving them to perform better. Not exactly a common theme in management consultancy, but that’s what makes House of Performance stand out.
“Only an open mind is able to see the truth.”
Look outside in
At Bohemia Amsterdam we are specialized in asking the questions that no one dares to ask. This is a critical step in order to progress. An outside-in approach wipes out the obscuring mist of make-believe, political answers and navel-gazing. We can help you get there.