Step-by-step guide to Wholehearted Brand Building


Team Stepworks is privileged to work with amazing people in ambitious organisations in Hong Kong and around the world. We’ve helped to build over a hundred brands.

Our insight posts share our observations on what makes successful brand building. We aim to offer genuinely useful ideas for every brand builder, from the distracted CEO to the seasoned marketing professional.

A balance of philosophy and practical application, we call our approach Wholehearted Brand Building.

1. Lay the groundwork

The billion dollar kitchen table

The brand builder’s journey begins here. Are your capabilities and expectations for developing your brand well balanced?

3-minute read

2. Know your frenemies

The four frenemies of the Brandocalypse

The creative process is fraught with contradictions. Reconcile these four forces to strike the right balance in your branding efforts…

4-minute read

3. Assemble your dream team

Odd couples make for successful teams

Effective teamwork requires a mixture of oppositional traits and skills. Can your brand team find the sweet spot in healthy conflict?

3-minute read

4. Plan ahead

How can you best use a brand building plan?

Every brand needs a sturdy framework from which it can express itself, justify decisions, and more. Make sure when you have a plan, you know how to navigate it…

3-minute read

5. Single value

What is your brand?

We address the fundamental question – what is a brand? We discuss branding as an instinct, and why it’s useful to view brand in an evolutionary context.

3-minute read

6. Find your purpose

Discover your brand purpose

Brand purpose can help you attract like-minded people, strengthen the meaning of your brand and move your organisation closer to its goals.

3-minute read

7. Manage perceptions

Brand positioning basics

How is your brand perceived? Learn how you can occupy the right space in your audience’s minds to gain competitive advantage.

4-minute read

8. Keep your promise

Trust in your brand promise

Honouring your promise builds trust, but breaking it tarnishes reputation. Find out what makes an effective promise.

2-minute read

9. Clarify your character

The power of a winning personality

Your brand personality shapes how your audience identifies with you. Can you find the balance in expressing a winning personality?

4-minute read

10. Express your essence

Believe in your Brand DNA

The brand DNA is central to your brand plan. We reveal a four-step formula to guide your brand’s expression

3-minute read

11. Make your own model

What you need for a brand model

You’ve got all the pieces. Now put it all together. Find out the most effective way to get your brand model in good shape.

3-minute read

Let’s chat

Ask us how we can add value to your business.

hello@stepworks.co
+852 3678 8700

19/F, LKF 29
29 Wyndham Street
Central, Hong Kong

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