Is your Brand a logo, color, tagline and consistency? Was it created just as an expression of English that you were fascinated by eg., to adopt a tagline like say "Better than the Best" to signify your positioning because you LIKE the English. The challenge is, Can you LIVE this?.
In short, we examine the FITNESS of your BRAND. Can you Walk the Talk, instead of Talking the Walk and Force-Fitting this across the various stages of branding that you may want to call holistic (Normal approach -- illustrated on the Left hand side).
This would mean that having established this as a broad POSITIONING, we want this to spill over to our STRATEGY, and thus to our PRODUCTS. That becomes the overall BRAND EXPRESSION, wherein an Agency is briefed on the basis of the TAGLINE.
Having achieved that, one then builds this at BRAND HANDLE that comprises: PRINCIPLE, PERSONALITY and ASSOCIATION, which again is formed because of the baggage of a TAGLINE. You force-fit an ambassador, who you think personifies your organization’s / product / service POSITIONING.
This spills over to the ORGANIZATION PIVOTS of MISSION, VALUES AND STORY, forms the CORE. You loved the Slogan, but force fitted this across important aspects of your organization.
Now just reverse the situation, and check whether the TAGLINE you liked resonates with your MISSION, VALUES AND STORY. If it does, then you have got the right PIVOT to leverage this to gain the right grip on your HANDLE, and that effectively translates into a better EXPRESSION.
A Holistic Approach where your brand resonates across platforms. `Better that the Best' -- Now you are trying to LIVE this rather than just LIKE this!
YOUR BRAND FITNESS FOR LIFE! Agile, Flexible, Adaptable.
SIMPLIFYING THE TERMS
A name, term, phrase, design, symbol, or any combination of these chosen by an individual or organisation to distinguish a product from competing products.
The portion of a brand that can be expressed verbally, including letters, words, or numbers
The portion of a brand that cannot be expressed verbally, such as a graphic design or symbol
A unique symbol that represents a specific firm or organisation, or a brand name written in a distinctive type style
The business name under which an organisation operates
A brand or portion of a brand that is legally registered with the the appropriate government authority for exclusive use by the owner of the brand
A trademark that represents a service rather than a tangible good
The overall strength of a brand in the marketplace and its value to the company that owns it; composed of brand loyalty, brand awareness, perceived quality, brand associations, and other proprietary brand assets.
The level of commitment that customers feel toward a given brand, as represented by their continuing purchase of that brand
A measure of the percentage of the target market that is aware of a brand name
A brand that is designated, owned, and used by the manufacturer of the product
A brand that is designated, owned, and used by a wholesaler or retailer or any other commercial organisation,other than the manufacturer owner of the brand.
A “nonbranded” product that is identified only by its product category; or a brand that acquires a commodity/category representation status
Assigning an existing brand name to a new product in the same product line or in a different product line
A brand assigned to an entire line of product items
A separate brand assigned to an individual product item within a product line