The 3 Key Principles of Branding: Foundational, Scalable and Personal
Strong brands don’t happen by accident. That’s why branding agencies, brand managers, and tools like brand platforms and brand positioning exist. There is a lot of “brand speak” out there, and I consider myself an expert in most of the terminology and methodology that commonly gets thrown around. That said, in my several decades of this work I had never been put on the spot to list the three principles of branding. Until a few weekends ago at a neighbor’s Bar Mitzvah. On a Sunday evening. My son was planted at the kids’ table. I, on the other hand, was seated at the table reserved for solo people who don’t really fit into a group. You know the one. Small talk can be painful, so I felt genuine relief when the woman sitting to my left turned to me and asked, “What do you do for work?” I told her I’m a brand strategist and co-own a branding firm. Without skipping a beat she followed with, “What are the three key principles of branding?” Just like that. Zero to ...