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Recognition in The Real World
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The Steps to Build a Great Recognition Brand

Posted By Jason Thomson, Instigator, Jigsaw, Wednesday, February 10, 2016

"Your brand is what other people say about you when you're not in the room."

– Jeff Bezos, Amazon

When it comes to building a meaningful recognition brand, use this helpful checklist of steps:

  • Ask: why does our recognition brand exist?
  • Define what your brand stands for.
  • Ask others if that’s what your brand stands for.
  • Think about the strategies that help your brand achieve what it stands for.
  • Make a list of every type of interaction your brand might have with partners, stakeholders, leaders and recipients – from the language you use to the people you speak with.
  • Codify your plan in a document that includes:
    • What your brand is (why it exists, what it stands for).
    • What makes your brand different (unique selling proposition).
    • How your brand achieves its difference (value propositions).
    • The tone or character of your brand (with examples).
    • What your brand looks like (visual identity).
    • What your brand says (rules for language, a menu of words to use and not use).

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