One of the most common problems I recognize and work on with brands are alignment issues. It is often the case that what they stand for does not match up to how they exist in the world. This produces a disconnect that ripples in to other aspects of the brand.

Mis-alignment is costly because it:

1. Wastes valuable time and efforts.

2. Makes it difficult to understand what you do best.

3. Blocks clear communication.

4. Results in missed opportunities.

Getting a brand from a place of disconnection to a place of alignment requires us to be intentional. But in my experience, the results are always worth the efforts.