Rethinking Brand - The Essential Mindset Shift
At Humaniz, we believe brand strategy done right is a high-level decision-making lens that founders and their teams can deploy to scale the brand with integrity.
Brands aren't created but born and thus must be raised with intention.
To understand this, you must first understand that brand is not just about looking good, saying the right thing in your subject line, or creating magnetic digital ads.
Brand is what happens in the space between the people who bring the business to life.
The space between the founder and the business.
The space between the founder and the team.
The space between the business and the customer.
The space between the customer and the team.
The space between respective customers.
The space between all those people and the marketplace.
Brand is individual and group behavior shaped by:
Driving Purpose
Primal Needs
Core Beliefs
Habits
Relational Strategies
Because these are the building blocks of identity. Indentity is a precursor to consistency. Consistency is a requirement for integrity. And integrity is precisely what's required to establish trust and loyalty in the marketplace.
However, too often, the brand a founder thinks they have and the brand they actually have diverges because they misunderstand "brand" as the decoration on their packaging or marketing campaigns, a logo on a piece of schwag when, in fact, it's the pervasive human experience of being in their brand's orbit, which is the compound effect of every touchpoint.
On Raising Brands is our soapbox to highlight all the big deal, real human consequences founders will tackle and risk encountering if they continue to treat the brand like a new hairdo vs. the lifeblood and connective tissue of their business.
Who We Are
"We don’t create brands, because we truly believe that every business already has a brand. Rather, our role is to help founders and their teams embody the brand fully, express it with more clarity, and expand its influence and impact with more confidence."
~ Charlie Birch, Author of On Raising Brands + Founder and Creative Director @ Humaniz Collective
Bringing a brand to market is just the beginning of your brand’s development and life story.
And that’s where we come in!
We’re creative, marketing and operational experts working together to ensure brands come to life from the inside out.
We support brands throughout their lifecycle across three phases of service:
Brand Strategy
Brand Design
Brand Stewardship
If you’re looking for a brand partner to walk beside you, ensuring your brand grows up healthy and strong, makes good life choices, and attracts the right people into its orbit, Humaniz Collective is the obvious choice.
Engage with Brand IdQ - our complimentary brand strategy generator - and let us prove our worth.
