Brand?Brand is an amorphous concept because it’s a feeling. Whether or not we identify with a brand is a function of the mid-brain. The mid-brain is pre-verbal and helps us relate to the world by way of emotion and pictures rather than words and reasoning. It’s like chemistry, that thing that the French refer to as “I don’t know what.” In Spanish, it’s called “duende” and infers a certain magic and creative spark. As a brand, Coke has duende. Apple’s “Think Different” campaign evoked a deep sense of duende. Same with Nike’s — Just Do It. These iconic brands encompass a world of meaning and associations because they speak to us on an emotional level.It’s this emotional quality of brand that makes it so powerful. The brain is a three-tiered hierarchy: survival, emotional and rational. The survival and emotional tiers have been around the longest. That means they have seniority. All things being equal, emotion trumps reason every time. Coke or Pepsi? That’s why differentiation is so important. If you can’t be different, at least BE different. Emotion drives motivation and passion. It kicks us into high gear. For an organization, brand clarity and a united vision is the galvanizing force. For your customers, it’s the decider.Brand Strategy in ActionWhat makes you different? What do you stand for? Where do you lead? Can your receptionist answer those questions?Everyone in your company should not only know your mission…but.feel it in their bones. Skycastle has devised a brand profiling system that cuts to the core of exactly who you are. What values and beliefs guide your company? What drives you? What ignites you? Where do you shine? Your brand profile infuses the creation of an identity blueprint that becomes the True North for building a powerful brand based on your company’s values and difference. Your unique blueprint serves as the touchstone for all forward initiatives.Like any character or personality, a brand is not static. It’s never too early or too late to evolve your brand.Brand AdvantageCrystallize Vision: Distill core purpose and galvanize direction.Brand Profile: Distinguish motivators, key archetypes, brand character and style.Constitution: Team document declaring collective mission, values and vision.Competitive Analysis: Discern compelling difference, strongholds, challenges & opportunities.Message & Positioning: Corporate story with intrigue, character and suspense.Customer Needs: Understand pain points & motivators.Product/Service portfolio: Discern ways to optimize for elegance and anticipate customer needs.Customer Experience & Brand Elevation. Define opportunities to distinguish your brand as distinct and a cut above the rest.