ARE YOU FOR REAL: Uncommon Sense Learnings

ARE YOU FOR REAL is dedicated to brand. The idea is complex and multi-dimensional just like we are as humans. If you lift the sheets, every brand should have a clear purpose, a compelling story and engaged people who are helping to build the brand. This principle highlights insights and practical recommendations that will challenge your thinking around brand.

Vision is a picture of the future, so ensure it’s crystal clear
If your company’s vision isn’t clear, and your team isn’t talking about the impact it’s trying to make in the world, then it’s time to revisit the vision. It should be a clear and inspiring statement that paints a picture of how your brand wants to see the world changed based on its role. The vision should be big and bold. It should stretch and inspire your people as well as those who hear it.

Are you on a mission, if so which one?
A mission is how your brand intends to make the vision a reality. A mission statement is not theoretical, but rather makes a factual declaration of your brand’s intent. Think about a mission statement much like a clearly articulated military mission. It’s definitive and directional—it maps and identifies what your brand plans to do, and how it will realize its vision.

Ensure your values are valued
Values are the beliefs and principles that guide your brand’s actions. It’s imperative your people understand and embrace them. Values are fundamental beliefs (people-centered principles) that guide decision-making, debates, and the actions that help to shape and define the character and integrity of the company.

A well-crafted strategy is like the unfolding plot in a great story
Strategy connects the characters, helps define their actions, and compels the audience to pay attention and stay engaged. A compelling and clear strategy deliberately directs and guides the actions of employees and partners ensuring they each have clear focus and are directionally connected to the overall goals of the company.