Rarely will a group of executives, more than three members in size, see the brand the same way, particularly when it comes to defining key categories such as brand image, brand personality, and brand soul.
Once we can get these felonies down on paper, it then allows the task of working on the other categories — such as brand image, brand personality, and brand soul — much more logical to figure out.
Start with the brand feloniesFirst off, my team and I have found that if we start with defining the brand felonies first for an organization, we have a much easier time nailing down the rest of the brand categories.
But everyone involved in interpreting, expressing, and representing the brand should understand what the brand felonies are for a company.
But defining your brand felonies is one of the easiest yet most important places to start defining your brand.

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