The Brand Filter

When creating a business its important to define who your company is. What does it stand for, stand against and what do you want people feel when they are engaging with your business. Since, in my opinion, brand is not something you see, rather it’s something you feel. A solid brand allows the customer to experience the product rather than simply seeing a fancy logo. A brand is the magic, it’s the intangible something that connects the customer on an emotional level. Companies that have developed great brands have taken the time to figure out what it is they are actually selling. Are they selling a bar of soap, or the feeling of beauty. An ad campaign or youthful excitement. A social media website, or the sense belonging and a grass roots community. Companies such as Dove, Mango Moose Media, and Sprouter understand what it is they are actually ‘selling’ and have created brands that tell their story.

From the very beginning of Chakra, brand has been something that we have taken very seriously. Before building a business plan or sales strategy we sat down and figured out ‘who’ Chakra was and what it was we were actually selling. By investing our time into this process we were able to uncover the soul of our project and find our ‘magic’. By defining our brand everything we did had to go through our “Brand Filter” to determine whether or not what we were doing was aligned with our story. If the action was not true to our brand story we would stop and re-think our next action.

Developing a brand filter early in the startup will help your company ensure that everything thing you do is aligned with your brand. By doing this you can always have a consistent message, which will increase your genuinity and guarantee consistency in all aspects of your business.




1) Take the time to develop your brand
2) Filter everything through your brand
3) Know what makes you different