I have traveled around the world for business and pleasure. From the Old City in Jerusalem to the rural villages of Kenya or the crowded streets of Bangalore, I can always find certain things that mean just about the same thing that they mean in Texas. For instance, no matter where I have traveled, I can always get a Coca-Cola. The markings, bottle shape and product are essentially the same everywhere. You and I can rely on those facts which make it comfortable for us to choose Coke (or maybe you are a Pepsi person?).

Coke is a valuable brand. It got that way because many years ago there was a vision for the product, an explicit way to market the vision and scrupulous enforcement of the brand that emerged. Brands are powerful shorthand ways that we assign value to or judge the worth of something. They help us cut through the noisy clutter of life to make simpler decisions. If we are associated with a “good” brand, then we find our pathways smooth and clear. Conversely, few things are harder to overcome than a “bad” brand (if they were still being made, would you consider a Yugo?).

Of course each of us establishes a personal brand. Personal branding is a bit of a rage in corporate life today. Establishing a brand, the thinking goes, ensures that your unique value is recognized. (Translation: you get to keep your job.)

It is also important when starting a new Competitive Intelligence program. The CI brand that you develop will empower you to accomplish great things. In previous entries in this series, we have already talked about Setting Some Standards and hinted at branding elements at the Tease The Vision step. Now it is time to make the critical branding elements explicit. So, here they are.