Brand Alignment Strategy and Organizational Consulting

A powerful brand is authentic, relevant and consistent — not only in its messaging, marketing and sales process, but every touch point within an enterprise. We specialize in examining an entity and recommending courses of action to specifically clarify and advance its brand. Sometimes, the problem we are asked to address is consistent with the client's expectations. More often than not, we uncover insights in unforeseen areas and suggest outcomes that can meaningfully “raise the bar.”

No two clients share the same expectations nor seek the same outcomes. Our success is not measured merely through a client’s increased sales, improved market share, or their customer acquisition and retention. Our clients value clarity of intention, focus, and efficient application of their resources. We welcome inquires about our proprietary service - In's & Out's Brand ARC™ that reveals significant insight about how a brand is perceived in the marketplace.

Public and Private Facilitation

Brands That Stand is recognized as a leader in both public and private meeting facilitation, effectively and creatively addressing complex issues while engaging audiences, garnering feedback, ensuring all voices are heard, and providing powerful insights. Brands That Stand has won specific praise for its abilities to work in culturally diverse environments. 

C-Suite Counsel and One-to-One Coaching

Brands That Stand coaching programs identify core competencies within client environments, suggest developmental areas and provide ongoing learning and support to individuals who hold various titles including: CEO, COO, CMO, chairperson, president, director, board member, and executive director.

The cornerstone of our process is In’s & Out's Brand Hierarchy™

Brand Hierarchy consists of the following:

Brand Values (these are core operating work ethics, not moral issues). Think —

• Disney : Imagination

• Universal Theme Park : Adventure

• Nike : Individualism (Just Do It.®).

Brand Vision Unlike a corporate vision statement, a brand vision statement does not focus on the long range view of the company. Instead, a brand vision answers the question: “How will the world be different as a result of our successful mission?” As an example, the brand vision of the March of Dimes is “Every child is born perfectly healthy.” A brand vision should be an aspiration, far-reaching and unattainable.

Brand Mission This is not the same as a corporate mission — it deals with how the audience perceives the organization’s goals, not how the organization views itself. Disney and Universal own and operate themes parks that each offer vastly different interpretations of their mission to entertain. A mission statement has two parts: The first should answer the question: "What do you do?" The response should provoke a follow up question, revealing the second part, which is how the mission is achieved.

Brand Positioning How does your organization differentiate itself from every other entity that claims to serve a portion of your mission? Staying with the previous examples, Disney is all about imagination while Universal focuses on adventure. For a brand positioning to be valid it must offer three components:

  1. A differentiated offering.

  2. A narrowly defined target audience.

  3. A truly unique proposition.

In addition to Brand Hierarchy™ Workshops we offer a range of special services:

  • Brand Strategy Development including applying the process Blue Ocean Strategy from the book by the same name.

  • In's & Out's Brand ARC™ (one-to-one customer interview brand assessments)

  • Media Training

  • Public and Private Meeting Facilitation

  • Team Building and Conflict Resolution

  • Crisis Management and Communications Counsel

  • Speaking Engagements