• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar

Michel Hogan

Brand Counsel

  • Home
  • Work
  • Speaking
  • Articles
  • Books
  • Meet Michel
  • Contact Me
You are here: Home / Brand / The Brand Formula

The Brand Formula

Brand · February 28, 2019

An organisation’s brand is a result. But what are the elements that contribute to the achievement and how do they relate to each other?

This is the question I explore every week in my writing and every day in my thinking.

In the formula I developed to answer those questions, purpose and values sit within the first element of identity. They are the foundation. However it takes the other two elements of promises made and kept, and experience delivered (all stakeholders) to put them in motion, with brand as a result.

In my experience, many promises are remarkably cavalier. There is an insidious ‘we can always apologise if we don’t keep it’ mentality and the resulting increase of over-promising abdicates responsibility and flirts with making promises without intending to keep them. Once the promise is made, it sets up a future that is made current via experience, which is where the promise is kept or broken.

Whether it is employees, customers or other stakeholders like investors, suppliers or partners, the experience is delivered by hundreds of things coming together at the point where someone interacts with the organisation.

Delivered by employees who know how what they’re doing matters, finance practices that support the purpose, technology that enables, well-designed products and services customers need and want, consistent and dependable delivery, sales and marketing devoid of hype. And on and on.

When you take what you care about and use it to help shape the promises you make, you’re more likely to keep them. When you use your purpose and values in all your actions and decisions, they’re more likely to be reflected in them, keep the promises you made and become reasons to believe.

What would change if you approached your brand as a result using the formula? How would you think differently about the way you use your identity, make promises and deliver experience? It isn’t a silver bullet. You’ve got to do the work. But when done every day, across the big things and unheroic day-to-day things by everyone in the organisation a robust, resilient brand is a result.

Filed Under: Brand

Michel Hogan

Primary Sidebar

Get Michel’s articles

* indicates required

michelhogan

Mood #ngv #artwander Mood #ngv #artwander
Love spending time with Rothko. Always see somethi Love spending time with Rothko. Always see something new… #ngv #artwander #reset
About as close to a selfie as l get 🙃 #ngv wand About as close to a selfie as l get 🙃 #ngv wander #oldmirror
Wintery sky and sea to match. #beachinanyweather # Wintery sky and sea to match. #beachinanyweather #love3305
Just because flowers. Live the soft tones and dece Just because flowers. Live the soft tones and deceptively hardy blooms. #flowers #crysanthemum
Beach ramble reflections, washed up coral and low Beach ramble reflections, washed up coral and low tide rocks. Love the different moods a beach evokes. #beachwalk #torquay #whitesbeach
Whenever l hit the road, l always wonder at the sc Whenever l hit the road, l always wonder at the scale and expanse of land unfolding.
Sunrise action at Bringalbert Lake this morning. W Sunrise action at Bringalbert Lake this morning. Worth the early start! #eastertrippin #sunrisesky #sunrise
Afternoon de-light through the trees. #eastertripp Afternoon de-light through the trees. #eastertrippin #camping #middleofnowhere
harvest moon. Happy Easter. #bringalbertlake (no l harvest moon. Happy Easter. #bringalbertlake (no lake but lovely and away from the hordes)
Jetty Southend SA cool and misty #eastertrippin Jetty Southend SA cool and misty #eastertrippin
last light sunset Southend SA #eastertrippin last light sunset Southend SA  #eastertrippin
Beach for days and maybe a fish… #discoverybay # Beach for days and maybe a fish… #discoverybay #nelson #eastertrippin
artful drifts of bobble seaweed, air soft with ear artful drifts of bobble seaweed, air soft with early light. #happyplace #beachwalk #morningbeach #visitportlandvic
Misty streaky golden morning rays dancing over the Misty streaky golden morning rays dancing over the water at Bridgewater Beach. #visitportlandvic #morningrays
Dreamy gum tree vibe. Gorgeous soft eucalyptus gre Dreamy gum tree vibe. Gorgeous soft eucalyptus green and pale honey bark. Timeless combo. Endlessly restful. #eucalyptus #gumtree #naturecolours
Cactus flower time again. A glorious brief burst - Cactus flower time again. A glorious brief burst - then gone. #cactusflower
Friday playdate #Chanel exhibition @ngvmelbourne - Friday playdate #Chanel exhibition @ngvmelbourne - mind boggling to examine detail of her exquisite creations. #ngvchanel
Arty sunflowers - happy faces even in black and wh Arty sunflowers - happy faces even in black and white. #sunflowers #blackandwhitephotography #happyflowers #homegrown
Graceful curves and simple warm tones. Loving gett Graceful curves and simple warm tones. Loving getting to know this beauty. No name yet… l name things but it sometimes takes a while for the name to appear.  Stay tuned … #playingguitar #acousticguitar 

P.s the beautiful minimal stand custom made by @speldesign. You can see the neck support detail.
Load More… Follow on Instagram

Copyright © 2022 · Maker Pro on Genesis Framework · WordPress · Log in