Infographic | Defining and designing a brand takes imagination, creativity and insight. But how do you move from strategic story to operalizational reality? Because the true value of a brand not found in how it's created, but in how it's applied (along the the bottom-line results it can and will achieve).

1. performancebrandingPerformance Branding is an end-to-end approach that not only defines a purposeful and differentiating
brand strategy, but creates ways to operationalize a brand to achieve bottom line business results.
business industry experience customer
Executive perspectives
Goals and objectives
Past performance
Products and services
Capabilities and gaps
Competitive analysis
Comparative analysis
Positioning matrix
Industry trends
Heuristic assessment
Engagement ecosystem
Visual language
Assets and elements
Strength and clarity
Segmentation
Behavior maps
Needs and satisfaction
Journeys
Social listening
An Infographic Guide to
equity efficiency portfolio people
OPERATIONAL BRAND VALUES
Strong Brand Equity improves
awareness and recognition, which
helps shorten sales cycles and
raises sales and conversion rates.
Clarity and alignment of core
brand positioning and
messaging increases speed-to-
market and competitive agility.
A rational brand architecture
helps identify strengths,
gaps and opportunities in
the product/service mix.
Cultural brand alignment
improves recruitment and
retention and improves overall
morale and productivity
© 2013 Charles Sayers