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B.R.A.N.D.™—The 5 Branding Problems Every Growth-Minded Company Must Solve (and How to Tackle Them)


B.R.A.N.D.™ is a memory aid for the five pain points that clog growth pipelines
B.R.A.N.D.™ is a memory aid for the five pain points that clog growth pipelines

Your one-stop roadmap to diagnose and fix the issues that drive organizations to call in a branding partner.


The 15-Second Primer


B.R.A.N.D.™ is a memory aid for the five pain-points that clog growth pipelines:

  1. B – Blending In (differentiation crisis)

  2. R – Reputation Reset (out-of-date identity)

  3. A – Alignment Gap (culture and touch points out of sync)

  4. N – Navigating Growth (brand architecture chaos)

  5. D – Digital Disarray (inconsistent UX across channels)


Master these, and you unlock margin, loyalty, and market share.


B — Stop Blending In


Symptom: Prospects can’t tell you from the next search result tab.


Why it matters: Brands perceived as “meaningfully different” command an average 13 % price premium. hbr.org


Three Fast Fixes

  1. Value-Prop X-Ray – Reduce your promise to one sentence no rival can claim.

  2. Semiotic Sweep – Audit colors, shapes, and icons; retire any “industry defaults.”

  3. Proof Pyramid – Layer stats, testimonials, and awards so differentiation feels inevitable.


Metric to watch: Price realization (average selling price ÷ list price). Aim for a steady uptick post-repositioning.


R — Time for a Reputation Reset


Symptom: Your logo, palette, or voice feels dated—or worse, off-brand for a new market segment.


Why it matters: Most firms refresh every 7-10 years; delaying can erode relevance and equity.


Five-Phase Refresh Roadmap

  1. Discovery Deep-Dive – Voice-of-Customer interviews + social listening.

  2. Equity Audit – Identify assets you must protect (e.g., Tiffany Blue).

  3. Story-First Stakeholder Buy-In – Explain why now before showing design.

  4. Design Exploration – Prototype evolution vs. revolution vs. bolt-on.

  5. Pilot & Pulse – Soft-launch in a low-risk channel, monitor sentiment, then roll out.


Budget tip: Split “strategy/creative” and “roll-out” across fiscal years to smooth cash flow.


A — Close the Alignment Gap


Symptom: Marketing says one thing, customer service another, culture a third.


Why it matters: Brands that maintain consistency see 10 – 20 % revenue lifts. marq.commarq.com


Five Two-Week Sprints to Align Everyone

Sprint

Outcome

Key Deliverable

1

Shared North Star

One-page purpose manifesto

2

Tone Masterclass

30-min lunch-and-learn deck

3

Story Library

Internal hub of on-brand anecdotes

4

Asset Arsenal

Style guide and linked assets

5

Feedback Loop

Quarterly brand-health pulse survey


Gamify adoption—offer “On-Brand Hero” badges for employees who catch and fix rogue assets.


N — Navigate Growth Without Brand Spaghetti


Symptom: M&A, new products, or global expansion create naming and hierarchy chaos.


Why it matters: McKinsey notes that smart brand integration “has disproportionate impact on protecting and creating value” in M&A deals. mckinsey.com


Three-Choice Decision Tree

  1. Keep & Co-Pilot – Retain legacy names, add master-brand lockup.

  2. Endorse – Master brand whispers (“Android by Google”).

  3. Create New – When neither legacy name fits the future.


Rule of thumb: ≤ 12 characters, passes the radio test (spellable after hearing once), and clears trademark search before domain hunt.


D — Cure Digital Disarray


Symptom: Web, app, email, and social feel like cousins—related, not identical.


Why it matters: Presenting a brand consistently is linked to 23 % higher revenue. marq.com


The Four-Layer Blueprint

  1. Audit Layer – Crawl every customer-facing page; tag off-brand elements.

  2. System Layer – Tokenize colors, type, and spacing in a living design system.

  3. Governance Layer – Define Creator  Editor  Approver workflow.

  4. Optimisation Layer – Monthly CRO tests to prove consistency converts.


Quick wins: standardize CTA shape/text; embed style-guide link in every Canva kit; automate alt-text templates for accessibility and SEO.


Pulling It All Together

Issue

Core KPI

First 30-Day Action

B – Blending In

Price realization

Rewrite homepage promise in one killer sentence

R – Reputation Reset

Brand-equity score

Equity audit of visual/tonal assets

A – Alignment Gap

Asset compliance rate

Launch Tone Masterclass

N – Navigating Growth

Cannibalization rate

Map current vs. desired brand architecture

D – Digital Disarray

Bounce rate & AOV

Crawl site for off-brand UI fragments


The Take-Away


Brand problems rarely show up one at a time. If your brief touches two or more letters of B.R.A.N.D.™, you’re ready for end-to-end help, not a cosmetic tweak.


Next step: Request LO:LA’s free “B.R.A.N.D.™ Scorecard” to rank your current risk level and get an action plan you can start tomorrow. 



Solve Blending In, nail your Reputation Reset, close the Alignment Gap, Navigate Growth with clarity, and end Digital Disarray—and watch your brand (and margins) rise.

 
 
 

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