Recently, Kepler & Wilde hosted a brand strategy workshop for one of our favorite organizations, NC IDEA. 

If you’re not familiar with NC IDEA, here’s the elevator pitch -> Based in Durham, NC, NC IDEA is a private foundation that fostereconomic development in the state of North Carolina by empowering and supporting entrepreneurs when they need it most. 

While the companies attending this workshop were start-upsthe content was easily transferable to any size organization. Your company could have over 300 employees and generate millions in revenue, but if your brand is lacking a foundation, consistency, or seems outdated — you are missing the mark and, more importantly, missing out on valuable market share.  

The foundation of your brand strategy is your brand platform. 

Did you know only 60% of marketers think their brand is well aligned with their longterm goals (Source) and that brand loyalty is worth 10x more than a single purchase? (Source) 

Many organizations do not realize their brand platform (or lack there-of) permeates everything they do. Branding today has moved past the art department; it is quantifiable and has a direct impact on stakeholder decision-making and revenue generation 

From case study development and website imagery to features sitting in the backlog, a shared vision of the future and what truly defines success is a company’s north star.  

Does your company have a brand platform? Does it need a refresh? 

Can your company easily answer these questions? If not, then it’s time for some self-reflection and realignment. 

  • What is our purpose? 
    • What is your reason for existing beyond money? What does your headline say on the cover of Forbes in 25 years? 
  • What is our vision? 
    • Where do you want to be in 15-20 years? What is the shared aspiration that is driving your company forward? 
  • What is our mission? 
    • What is your master plan for creating value in 5-10 years? How are you fulfilling your vision for the future? 
  • What is our onliness? 
    • What is the one thing that makes you stand out in the market?  Are you the most affordable, do you have something no one else does, are you driven by a moral purpose? 
  • What is our core positioning statement? 
    • What is your primary value proposition? How are you positioning your brand in the marketplace? 


Did you answer them easilyYes! Wonderful, gold stars all-around. Make sure this platform is easily accessible to the rest of your company and is still the guiding light for your content development.  

Having trouble with your answers? Engage your leadership team and figure out why.  

Maybe your company strategically pivoted over the years, but your brand did not. Or your long-term goals are outdated, or you just never developed a brand strategy to begin with.   

No matter what the answer is, you’re not alone. Let’s grab a coffee and discuss your company’s brand strategy together.