Differentiation is critical for any brand to thrive.

The first rule of a powerful brand is to create marketplace disruption.

“Me, too!” is not a great business strategy. If we’ve learned anything from the years of Pandemic, it is that customer loyalty and business survival are based on distinction. Business “as usual” is now rapid, fluctuating, and evolving.

A brand defined by behaviors rather than messaging is more likely to flourish. The future can be predicated on your best behaviors.

. . . doing so requires clarity.

The word "brand" may be used here differently than you have known it. A brand is every touch point to the audience. A brand is not defined simply as marketing and image management. If you own or run a business, institution, or organization -- large or small, for-profit or not-for-profit, you should be concerned about what defines your brand experience. It takes a broad, enterprise-wide view for a brand to thrive. Some of the most accomplished brands reach, sustain and advance their greatness through means other than advertising and promotion. If your brand lacks distinction, feels vulnerable or lifeless - examine what is truly influencing it.

Branding is every component that contributes to your stakeholder experiences.

We can help insure that every audience touch point, practice, behavior, process and habit of your company and its team reinforces the brand experience you intend. Brands that stand for something, stands apart, and can stand the test of time are . . . Brands That Stand®.

Having a well-known brand is not the same as having a thriving brand.

Brand responsibility should not be assigned exclusively to the marketing department, or an agency. It is the responsibility of every person in your organization to represent the brand through their consistent behaviors and habits. If that isn't the case, they are diluting or unintentionally sabotaging your brand, which should prompt you to ask . . . 

How do you create a distinctive brand?

A number of factors can contribute to creating a disruptive force. In’s & Out’s/Brands That Stand helps clients define and grow powerful, wildly distinctive brands. We help clients align all the components of their business to support success by helping to identify and create better stakeholder experiences.

If you're seeking exponential improvement, we should talk. We only accept assignments where we feel we can help the client create significant, meaningful impact with world-class implications. Since 1995, 100% of our work has come strictly through referral. Our satisfied customers come back; they also share their experiences with others.

We do not seek to manage your brand.

We don’t see it as our role to declare or invent your brand. Instead, we help draw out of you the inherent, greatest distinctions of your brand and help you learn to better manage them yourself through our periodic counsel.