Your brand is not what you say it is.
It's what people say it is.
Today's brands are competing in a volatile, fragmented and uncertain environment. What once worked to garner attention is now a drop in the ocean. Success in the 21st century hinges less on what you put on a billboard and more on what you actually do.
Brands with built-in resilience have these 3 core characteristics:
A clearly defined core belief that unifies and governs the brand; it is the guiding star that orients decision making, aligns community values and codifies internal culture.
Beyond personality, image and the things communication can easily affect, a clear sense of brand character and values helps determine how the brand will behave in the world and ensures perception is never out of sync with reality.
A clear view of the community that shares its worldview helps a brand remain resilient in an ever-changing landscape.