72 Brand Engineering

Introduction: Whether you're Apple, or you own an apple cart at a farmer's market, you need to have an outsider's look at your business. More often than not, people become too personally and emotionally biased in the way their brand appears and functions. It's important to deconstruct your brand to see how all of the moving parts work together - icons, colors, sound, location (web or brick and mortar), language, etc. Probably the most overlooked explorations for startup and existing small companies, brand deconstruction is critical because consumers don't respond well to too many changes. Simply you can't try to overhaul your brand in response to poor sales every time a slump comes your way; it rarely works. You have to get it right, and prepare for the good times and the bad. Through our 29-point brand deconstruction process, we can help you take an outside-looking-in view of your brand, and assist you in setting brand principles that can help drive sales without diminishing brand equity.