Most businesses already contain the ingredients of a distinctive brand. Their story. Their beliefs. Their people and perspective. The Eight Brand Marks™ methodology gives you eight connected lenses through which to investigate them.
Every business has a story. The idea that started it. The people, experiences and turning points that shaped it. Origin asks you to look back and recognise the threads worth carrying forward.
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True North
The beliefs behind your decisions.
Lens:
Beliefs
Symbol:
Stars
Meaning:
Purpose / Conviction / Principles
Line of enquiry:
What guides you?
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What guides you?
Your beliefs shape the choices you make, especially when those choices are difficult. True North explores your purpose, convictions and principles, and how they show up in what you do.
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Destination
The future you are working towards.
Lens:
Future
Symbol:
X Marks the Spot
Meaning:
Direction / Ambition / Possibility
Line of enquiry:
Where are you going?
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Where are you going?
A clear direction gives your thinking somewhere to go. Destination explores the future you want to create, the ambitions behind it and the contribution your business is working towards.
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Belonging
The people and places that matter.
Lens:
Connection
Symbol:
Mountains
Meaning:
People / Place / Community
Line of enquiry:
Where do you belong?
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Where do you belong?
A brand exists in relationship with people and place. Belonging looks at the communities you’re part of, the people you want to matter to and what makes that connection meaningful.
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Essence
The character at the heart of your brand.
Lens:
Identity
Symbol:
Aura
Meaning:
Character / Personality / Presence
Line of enquiry:
Who are you at your core?
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Who are you at your core?
Your character becomes recognisable through the way you speak, look and behave. Essence explores the character, personality and presence at the heart of your brand, before you turn to design or communication.
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Awakening
A perspective that is unmistakably yours.
Lens:
Expression
Symbol:
Rising Sun
Meaning:
Creativity / Originality / Perspective
Line of enquiry:
How might you express yourself differently?
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How might you express yourself differently?
Distinction often lives in a combination of things, rather than one extraordinary claim. Awakening brings your brand understanding outward. Explore the landscape around you and express your character through your voice, language and visual direction.
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Ripple
The difference your presence makes.
Lens:
Impact
Symbol:
Waves
Meaning:
Influence / Momentum / Change
Line of enquiry:
What change are you creating?
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What change are you creating?
What changes because your business exists? Ripple explores the effects you have on people, communities and the wider world, with attention to the evidence behind the impact you hope to create.
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Equilibrium
Room to evolve. Reasons to endure.
Lens:
Longevity
Symbol:
Balance
Meaning:
Wellbeing / Sustainability / Endurance
Line of enquiry:
How do you make it last?
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How do you make it last?
A brand needs room to evolve while holding onto what matters. Equilibrium considers what should stay steady, where you need room to evolve and what sustainable growth means for the business and the people behind it.
Where you’ve been shapes what you believe.
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FROM INVESTIGATION TO APPLICATION
You’ve seen the eight lenses. Now use them on your own brand.
Brand Builder guides you through the questions, helps you look beyond the obvious and gives your findings somewhere to go. The Brand Builder Map is your companion along the way.
