Branding: How to Be Insanely Great

I often collaborate with clients to create brand and product fit charts (or road maps) to help their teams define the essence of their brand’s positioning. These fit charts become companies’ guardrails and help leaders make decisions that are unique to their brand — not their competitor’s. The charts help guide businesses when considering new categories, ventures and services. Fit charts generally contain seven adjectives or phrases to 10 adjectives or phrases that paint a top-level, brand-differentiating picture which provides a quick glimpse into a brand’s personality and what makes it tick.