Introducing The Brand Utilization Scale
- Brian Creath
- Jul 23
- 1 min read
One of the questions we've explored throughout Cohesion's history is surprisingly simple:
How is Brand actually being used inside the organization?
Most organizations apply Brand in familiar ways through identity systems, websites, messaging and marketing. Others expand Brand into positioning, customer understanding and strategic communication. Far fewer apply Brand as a broader business function capable of influencing growth, acquisitions, portfolio strategy, organizational evolution and other significant business initiatives.
Each represents a legitimate application of Brand.
Each also enables a different level of business influence and potential.
To help visualize these distinctions, we've developed The Brand Utilization Scale.
The scale illustrates three common levels of Brand application, how Brand is typically applied at each level and the kinds of business outcomes each most often enables. It also reflects more than twenty-five years of practical work helping organizations expand the contribution Brand can make to the business.
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For more than 25 years, Cohesion has helped leadership teams use brand to strengthen business strategy, organize complexity, increase relevance, improve differentiation and create greater long-term business value.
Interested in how this impacts your business?
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