Today on the podcast I’m chatting with fellow brand lover Bec Hughes.
Bec Hughes is a lover of ultra-dark chocolate, animal print, alliteration and stinky cheese. She’s also a brand strategist, creator and coach, lover of design, and driven to improve, challenge and invent.She shines a light on brand value and gives entrepreneurs the insight to make confident decisions for their brand and business. Bec spent 15+ years as a strategy and design leader in agency-land in the UK, Europe and Australia. And she’s spent the last 6 years (and growing) running her own brand consultancy. She’s worked with hundreds of brands, big and small, across a range of industries, and has experienced first-hand what actually makes brands successful. Hint: it’s not their logo. Bec is your brand strategist, design consultant, cheerleader, advocate and blue-sky thinker. And she’s here to help entrepreneurs raise the brand bar in their business so it becomes a catalyst for aligned growth.
We’re talking about how you can truly align your brand and create something that has a powerful impact on your business.
In all the conversations Bec has had about brand, the recurring theme she sees is a sense of brand discomfort.
This might be:
How this manifests itself in terms of brand behaviour is:
And these are the things that can sabotage your brand success. There are problems bubbling away in the background that negatively impact brand perception and momentum, and therefore your growth.
And perception is reality when it comes to brand.
So, feelings of brand discomfort have a direct correlation with not achieving the success you want.
Let’s talk about the Concept of Brand Alignment
What causes this feeling of brand discomfort?
Essentially, it’s all about brand alignment or lack of. It’s a disconnect somewhere between you, your audience and your brand.
So how can you create a more aligned brand? A brand where you feel more ‘in flow’.
There are 4 key things that Bec addresses in her Brand Flow Method.
The Brand Flow Method looks at your brand through 4 critical lenses: looking in, looking out, thinking (strategy) and doing (action).
The 4 Phases of Creating an Aligned Brand
What does an aligned brand feel like?
When you’ve invested in creating brand alignment, and you feel comfortable and connected with your brand, what does that look like?
Intention – doing things with purpose and efficiency
Impact – changing the status quo for people, moving people
Integrity – structural integrity (brand strength, sustainability) and sense of authenticity
Intuition – trusting your instincts and being efficient in decision-making
Imagination – being creative and innovation in the right ways
Individuality – embracing and owning your uniqueness
To connect with Bec head to: