The four pillars of a strong brand

​Many businesses find branding confusing. At Acacia, our mission is to make branding simple. Our unique brand-building methodology makes brand-building easier by focusing on the core essence of what makes a strong brand: Purpose, Principles, Positioning and Personality. Looking for an easier approach to branding? Read on.
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1. Strong purpose

Firms rising above the competition and staying there are powered by teams with purpose. Purpose is why you exist. Leaders know their purpose and show the way to others.
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2. Inspiring principles

Principles are the high standards you hold paramount above anything else in how you operate. Principles show your clients how much you care about delighting them.
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3. Magnetic positioning

When clients see straight away that your expertise is high and hard to come by, why look at anyone else? Your positioning is your remarkable difference, what makes you way better than the rest.
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4. Striking personality

​Confident brands make a lasting first impression. They are instantly recognizable and hard to forget. It’s so much more than looks. It is who you are, your unique personality, how your audience thinks of you.

At Acacia, we believe that the desire to be understood is core to the human experience, whether you are a person or a business.
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When you can share your truth in a way people deeply understand, life is better for everyone.
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Why is clarity of purpose vital?

In a world where attention is in short supply, clarity of purpose is critical to cut through the noise.

Everything becomes aligned when you have clarity about why your business exists and how you bring value to the world.

A confident business has a clear purpose at heart. One far beyond selling stuff. Its focus is on genuinely improving people’s lives.

Clients know this. Purpose is the number one reason why they keep coming back in good times and don’t leave in bad times.
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Brands with purpose transcend time and space. They are almost immune to economic, political and technological turmoils. That makes for a very resilient business.
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How inspiring principles boost growth

Principles are the high operating standards you set to become and remain the number one choice for your client.
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Principles are key to growth. They enable purpose-led businesses to align all activities towards achievement. They guide and motivate purposeful action and positively impact day-to-day productivity.
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Confident brands always live by and stay faithful to their fundamental principles. When a business shows how far it goes to live by its word, it creates an unbreakable bond with its audience.
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64% of consumers say shared values is the number one reason they have a relationship with a brand. (Source: Forbes)

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What attracts the best clients? Good positioning.

Positioning is how you differentiate your firm for it to occupy a unique place in your customers’ minds.

But not any customer. Your ideal customer. The kind of customer you dream about. The customer you had in mind when you started your business.

However, the best clients are also the most discerning. Having great expertise and a dedicated team is no longer enough. There are just too many eager competitors, only a click away.
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When you have a remarkable difference that makes you both rare and higher value, the best clients see why you are the best choice.
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Who forgets a striking and engaging personality?

Your brand personality is what makes you both instantly recognizable and unforgettable in how your firm looks, speaks and behaves.

Your look is your visual identity. A distinctive and highly polished look and feel go a long way in breaking through the noise and raising your firm’s profile.

When a firm speaks clearly with an engaging tone of voice, something magical happens: people listen and remember you.
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Firms that look, speak and behave consistently with their purpose and principles are well-regarded and highly respected.
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A consistent use of colour across all marketing channels increases brand recognition by 80%

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Get started by taking Acacia’s free Brand Performance Scorecard

​Acacia's Brand Performance Scorecard will give you clear branding insights to grow your business in less than five minutes. Try it now.

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