Brand tip: It's a jigsaw puzzle

Your brand is a jigsaw puzzle. It's made up of lots of pieces and each piece tells part of the story. But if you look at each piece individually it's not really clear what you're looking at. You need to look at all the pieces, put together in the right way, to see the complete picture.

The brand 'image' on your puzzle is divided into quarters: Your product or service; your people; your communication; and your working environment. Each of those quarters is divided into a number of smaller pieces. If we look at the Communication quarter those pieces might be; your logo, your colour palette, your website, your printed literature, your strapline, your signage etc. There could be lots and lots of pieces. To have the greatest impact on your audience you need to put each of those pieces in the right place. The bigger a company is, the more difficult that can be. It's not enough just to have the pieces, you need to put them together correctly (and it's important to remember that there is a right and a wrong way to do it).

So ask yourself two questions:
• Have we got all the pieces?
• Have we put them in the right place?

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If you'd like to have a chat about any of them, drop me an email jonathan@alderandalder.co.uk