Springboard From Your Brand Filter

"The content of this blog contains excerpts from Andrea's new book, "ThinkAbout: 77 Creative Prompts for Innovators."

Do you know why your brand does things the way it does? Or why your particular collection of products/services are part of your offering vs. your competitors? If so, have you taken the time to formalize and communicate this rationale in some type of creative and memorable format for your brand leaders and merchants?

One of the most important ways I strengthen my clients’ brands and product lines is by collaborating with their leaders to craft these clarifying fit charts. These are simple, defining visual road maps or infographics that help identify the brand's differentiators with a few key words or phrases. This works for product lines as well. Once these fit charts are done, they provide the guardrails for all sorts of brand and product creativity. Let's look at where this lead for one omnichannel retailer:

For 20-plus years, the merchants at Tommy Bahama have asked one clarifying question as they created a brand "that elevated relaxation to a fine art." The question: "What Would Tommy Do?" Tommy's identity is even a tab on the company's website.

The Legend
Known for his charm, wit and perpetual tan, Tommy Bahama embodies the island life. An intrepid traveler, he speaks nine languages fluently and can flirt in dozens more. He once caught a 200-pound yellow fin using only a coconut shell, some broken sunglasses and the drawstring from his swim trunks.

The Truth
The legendary Tommy Bahama is just that — a legend, a personification of an idyllic life. Inspired by the refined, unhurried attitude of coastal life, the brand's founders created the character to define the very essence of its brand. Even today, Tommy Bahama lets its fictional namesake's debonair lifestyle guide almost every decision.