This document provides prompts for an exercise to help a brand understand what it truly cares about and how it can improve. Participants are asked to discuss past moments when the brand excelled, and identify what made those experiences memorable. They then list the brand's current strengths and weaknesses, and its goals for the future. The exercise aims to help brands identify changes needed to strengthen their image and bridge the gap between where they are and where they want to be.

1. Understand what your
brand truly cares about
and delivers.
Brand Promise
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2. As a group let’s talk about specific moments your
brand was at its best. Grab a sheet of paper, and
answer the following.
1. Did you solve a complex business challenge for
a client?
2. Did you surprise a customer with an
unexpectedly high level of service?
3. Was it a company fun day where your team got
closer?
4. What made these experiences so memorable?
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3. The goal is to help you understand what your
brand truly cares about.
Underneath those answers on that same piece of
paper, on the left side write: TODAY.
Underneath, write what you learned about your
brand today, like beliefs, personality traits or
strengths and weaknesses.
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4. On the right side of that paper write: TOMORROW.
List the things you hope your brand will achieve or
become over time.
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5. You’ll see a blank space between the two pages.
Think about changes you could make to bridge the
gap between today and tomorrow.
It could be as simple as re-writing your customer
service emails. Or working to sound less corporate
and cold.
This is where you start building a stronger brand.
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