Cultivate’s Approach To Building A Brand

Over the years, we’ve developed and refined an approach to brand that is very pragmatic—one that works in practice, not just in theory. In this series, we’re going to share every detail of that approach with you.


You know that thing that happens when you know the word you’re looking for, and it’s on the tip of your tongue, but you just can’t get it to come out? That’s really frustrating.

It’s also frustrating when you try to explain something to someone else that seems so obvious to you, but no matter what you say, they just don’t seem to get it. I mean, OF COURSE Die Hard is a Christmas movie, why should you even have to explain that?

That’s the same kind of frustration you might be feeling when it comes to your brand. That’s because while brand is super simple in theory, in practice it’s actually pretty complex. So if you’re struggling with how best to build your brand, that’s not surprising…because this stuff is hard. It’s hard to know where to start, and it’s hard to get it right.

Fortunately, we’ve been doing brand work for a long time now, and we’ve learned a lot of things along the way.

Through this series, we’re going to make sure that you gain a practical knowledge of foundational principles that will guide you toward a deeper understanding of how to think about your brand, your identity, and the way you should position yourself relative to your competitors. We’ll also look at how to create and manage the impression you’re making on your customers, clients, partners, and competitors.

We’re going to challenge you to think about brand in new ways. You might think, for example, that what sets your brand apart is some variation on quality, service, or people. And it’s true, those things are important, but they’re mostly useful for retaining existing clients. They don’t help you to win new clients.

You might also think that marketing is the answer to building your brand. But, while marketing is certainly an important component, it’s really just the process of sharing information with someone else—anyone can do that. Consider the billboards you see along the highway—the vast majority of them simply aren’t memorable. They’re great examples of the fact that if you’re not sharing the right ideas with the right people, then your marketing isn’t helping you at all.

This series is designed to show you how to dig deep to find the ideas that really matter and how to put those ideas together to form an effective strategy to shape your brand.

Next: Brand Basics

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We’ve developed and refined an approach to brand that is very pragmatic—one that works in practice, not just in theory—and we can’t wait to share every detail with you.