I did a very interesting training session for a client this winter. They had a brilliantly detailed brand strategy with clear brand values and my role was to run a workshop to help international PR delegates communicate the brand vision in their campaigns.
The audience arrived ready to talk about their products and services. But we turned the discussion upside down and talked about what those values made us feel. We came away with ideas for campaign themes around these emotions.
So your challenge is to think about some brands that you like.
Then think about how they make you feel?
Once you've done this think about your own brand. What do you want people to feel when they think of your brand?
If you're not sure, dive back into your brand strategy and get brainstorming.