What, Why, How The Branding Puzzle


In the vast landscape of business, where countless names vie for attention, the role of branding is akin to assembling a complex puzzle. Each piece, from the inception of a brand to its narrative and unique identity, contributes to the bigger picture of success. Welcome to a journey where the key elements of the branding puzzle—What, Why, and How—unveil the secrets behind crafting a narrative that transcends the ordinary.

In this story-driven exploration, we delve into the heart of what makes a brand more than just a logo. The Brand, as we will discover, is a living entity, a story waiting to be told. From the inception of the brand to the strategic decisions that define its uniqueness, we will traverse the fascinating landscape of branding.

Why does branding matter? The answer lies not only in the success stories of iconic brands but also in the intricacies of how a brand story weaves itself into the fabric of consumer consciousness. Unravelling the ‘Why’ is to uncover the essence of a brand’s existence, understanding its purpose beyond mere products or services.

But success in branding isn’t a stroke of luck; it’s a result of meticulous planning and execution. The ‘How’ takes centre stage as we explore the art of crafting a successful brand—from content creation that captivates audiences to the strategic manoeuvres that set apart the extraordinary from the commonplace.

Join us in deciphering the Branding Puzzle, where every story shared, every choice made, and every detail crafted contributes to the masterpiece that is a successful brand. Let’s explore the dynamic interplay of creativity, strategy, and identity that transforms a brand from a mere entity to a lasting legacy.

1. Defining the Edges

In the bustling city of commerce, where brands jostle for attention like characters in a crowded play, there lies a pivotal act that sets the stage for success—the art of defining the edges. Our story begins not with a grand unveiling, but with the delicate strokes that shape the canvas of a brand’s narrative.

Around 4 in 5 consumers need to trust a brand to consider buying from it.


Imagine, if you will, a small artisan workshop nestled in the heart of a vibrant market square. In this workshop, the protagonist isn’t a product or a logo; it’s the brand itself, waiting to be brought to life. The craftsman, akin to a storyteller, embarks on the task of defining the edges—the distinct boundaries that will encapsulate the brand’s identity.

At the core of this narrative adventure is the understanding that a brand is more than a transaction; it’s a living, breathing entity with a story to tell. The edges, much like the frame of a captivating story, serve as the visual and narrative parameters that distinguish one tale from another. But how does one define these edges?

Our protagonist, the brand, has unique facets waiting to be unveiled. Perhaps it’s a commitment to sustainable practices, a legacy of craftsmanship, or an innovative spirit that fuels its journey. These elements become the ink in the storyteller’s pen, outlining the edges with the hues of uniqueness. As we unfold the ‘What,’ we delve into the essence of the brand story, discovering the foundational elements that transform it from a mere entity into a narrative worth remembering.

Yet, this storytelling venture doesn’t unfold in isolation. Enter the concept of content creation—the magical quill that translates the brand’s essence into tangible tales. Each blog post, social media update, or advertisement becomes a chapter in the ongoing saga, adding depth and dimension to the defined edges.

2. The Cornerstone

In the bustling marketplace, where brands jostle for attention like characters in a grand narrative, there exists a pivotal chapter—the forging of the cornerstone. As our brand story unfolds, we find ourselves at the heart of the tale, exploring the significance of this foundational element that breathes life into a successful brand.

Apple is the world’s most valuable brand (Interbrand)

Imagine a venerable architect, the master storyteller in our narrative, standing at the crossroads of tradition and innovation. This architect isn’t sketching blueprints for a physical structure; rather, they are envisioning the cornerstone, the very essence upon which the brand’s identity hinges. The ‘Why’ of our brand story, much like a guiding star, begins to illuminate the narrative path.

In the village of commerce, our brand, a character in its own right, embarks on a quest for meaning. The cornerstone becomes the compass, pointing to the deeper purpose that transcends the mere exchange of goods or services. Perhaps the brand stands for unwavering sustainability, committed to leaving a positive mark on the world. Or maybe it champions innovation, pushing the boundaries of what is possible. As the cornerstone takes shape, it becomes a beacon, guiding the brand through the labyrinth of choices and challenges.

But how does the cornerstone translate into a successful brand narrative? Picture a grand library, shelves lined with stories waiting to be told. Each book, a piece of content strategically crafted, becomes a chapter in the ongoing saga of the brand. It is through content creation that the cornerstone finds its voice, resonating with an audience hungry for stories that align with their values and aspirations.

As our brand protagonist ventures forth, the cornerstone becomes the thread that weaves a tapestry of consistency and authenticity. Just as a reader delights in the reliability of a beloved author, consumers are drawn to brands that stay true to their core. The cornerstone ensures that every interaction, every piece of content, echoes the brand’s purpose, fostering a connection that transcends fleeting trends.

3. Connecting the Pieces

In the enchanting tapestry of branding, our narrative takes a pivotal turn as we delve into the art of connecting the pieces. Just as a skilled conductor orchestrates a symphony, a successful brand weaves together its elements into a harmonious composition. Our protagonist, the brand, stands poised at the crossroads, ready to embark on a journey of cohesion and resonance.

Of the top 100 global brands, Tesla had the highest brand value gain in 2021 (Interbrand)

Picture a vibrant marketplace, reminiscent of a lively carnival. Amidst the myriad of stalls and colours, our brand story unfolds with the challenge of uniting its diverse elements. The ‘How’ becomes the guiding force, the hands that deftly connect the threads of uniqueness, purpose, and content creation into a seamless whole.

In this bustling scene, the brand’s uniqueness takes centre stage. The defining edges and cornerstone, like characters with distinct personalities, yearn for a connection that transforms them from individual entities into a unified ensemble. The storyteller, now more of a conductor, understands the importance of crafting a narrative that resonates with the brand’s identity, creating a melody that is unmistakably its own.

The protagonist, armed with a commitment to sustainability or a legacy of craftsmanship, endeavours to infuse every piece of content with the essence of its being. Here, content creation becomes the brush that paints vivid strokes on the canvas of the brand story. Each blog post, social media update, or advertisement is a note in the symphony, contributing to the overall harmony of the brand’s narrative.

As we venture deeper, the brand’s purpose—the cornerstone—serves as the guiding rhythm. The conductor ensures that every piece of content aligns with this rhythm, reinforcing the brand’s authenticity and resonating with the audience on a profound level. Just as a musical composition captures the emotions of its listeners, a well-connected brand narrative captivates hearts and minds.

Yet, the challenge lies in maintaining this harmony amidst the evolving dynamics of the marketplace. The ‘How’ encompasses strategic decisions, adaptability, and a continuous commitment to storytelling excellence. The brand’s journey resembles a dance, where each step is deliberate, each move calculated to maintain the rhythm that keeps the audience engaged and invested.

4. Solving the Puzzle

As our brand story unfolds, we find ourselves at the crossroads of challenge and triumph, standing before the enigmatic task of solving the branding puzzle. In the grand narrative of commerce, this moment is the climax—a culmination of defining the edges, laying the cornerstone, and connecting the pieces. The ‘How’ transforms into a strategic quest, a labyrinth where our brand protagonist must decipher the complexities to emerge as a master of the craft.

Tech is the world’s largest industry in terms of brand value (Brand Directory)

Imagine our brand, once a humble artisan workshop and now a growing entity in the bustling marketplace. The defining edges, carefully etched in the initial chapters, have given shape to a distinctive brand identity. The cornerstone, a guiding star, has infused purpose into every aspect of the narrative. The threads of uniqueness and content creation, once disparate elements, have been woven into a harmonious tapestry. Yet, there remains a puzzle—a challenge that demands the brand’s ingenuity and storytelling prowess.

In our visual metaphor, envision the brand as an intrepid explorer armed with a map through the maze of consumer perceptions and market trends. The puzzle lies before them, a complex interplay of consumer expectations, industry dynamics, and the ever-evolving landscape of storytelling. The brand must navigate with precision, making strategic decisions that not only solve the puzzle but elevate it to a level of mastery.

The defining edges, reminiscent of the borders of a territory, must now expand strategically. The brand must discern when to push the boundaries and when to anchor itself to the core uniqueness that defines its character. The cornerstone, once a guiding rhythm, must evolve as the brand matures, adapting to changing times without losing sight of its enduring purpose.

Content creation, the storyteller’s instrument, now becomes a tool for not just expression but also influence. Each piece of content is a move in the puzzle, shaping perceptions, influencing decisions, and building a loyal audience. The brand storyteller, now a seasoned puzzle solver, understands that relevance is key, and the narrative must evolve in sync with the audience’s expectations.

As our brand protagonist advances through the labyrinth, strategic decision-making takes centre stage. The ‘How’ involves a constant reassessment of market dynamics, a keen awareness of emerging trends, and the courage to innovate. The puzzle-solving process is iterative, a continuous journey of adaptation and refinement.

5. Testing and Adjusting

As our brand narrative continues to unfold, we find our protagonist not basking in the glory of past achievements but standing at the precipice of an ever-evolving landscape, armed with the vital tools of testing and adjusting. In the dynamic world of branding, where change is constant and consumer expectations are fluid, this chapter is a testament to the brand’s resilience and commitment to continuous improvement.

Around 1 in 3 consumers say they trust most of the brands they use (Edelman)

Our brand, once a fledgling artisan in the crowded marketplace, has undergone the transformative journey of defining edges, laying the cornerstone, connecting pieces, and solving the puzzle. Now, as the narrative turns to testing and adjusting, the brand emerges as a conductor fine-tuning the symphony for an audience that craves not just consistency but relevance.

Picture the scene: a vibrant marketplace bustling with activity. Our brand, now a seasoned storyteller, understands that success is not a static achievement but a dynamic process. The defining edges, once carefully crafted, are subjected to the litmus test of consumer response. The cornerstone, a guiding force, is scrutinised for its resonance in an ever-changing cultural and societal landscape.

Content creation, the storyteller’s brush, is not merely an art form but a strategic instrument for gauging audience reactions. Each piece of content becomes a note in a feedback loop, a means to elicit responses, understand preferences, and adapt the narrative accordingly. The brand, much like a musician attuned to the audience’s mood, fine-tunes its messaging to ensure it strikes the right chords.

In our visual metaphor, envision the brand as a ship navigating turbulent waters. Testing becomes the compass, guiding the brand through shifting currents and unforeseen challenges. Adjusting is the steering wheel, allowing the brand to course-correct based on real-time insights and feedback. This iterative process is not a sign of weakness but a testament to the brand’s commitment to staying in tune with its audience.

The defining edges, once set in stone, are now malleable, adapting to changing consumer expectations and market trends. The cornerstone, while unwavering in its core purpose, evolves to address societal shifts and emerging values. Content creation becomes a dynamic conversation with the audience, where the brand listens as much as it speaks.

As we accompany our brand on this testing and adjusting journey, we witness the iterative dance between strategy and spontaneity. The ‘How’ evolves into a rhythm of continuous improvement, where every market shift is an opportunity for refinement. Through the eyes of our brand protagonist, we see that testing and adjusting are not just pragmatic tasks but integral components of a brand’s living, breathing narrative.


As we draw the final curtain on our exploration of the branding puzzle—its defining edges, cornerstone, connected pieces, puzzle-solving prowess, and the ongoing symphony of testing and adjusting—we find ourselves not at an endpoint, but rather at a juncture where the brand story continues to evolve. Our journey has been one of discovery, where the protagonist, our brand, has emerged not just as a product or service provider but as a storyteller of enduring significance.

In the tapestry of branding, the defining edges are the framework that captures attention and shapes the initial perceptions of our audience. The cornerstone, a beacon of purpose, adds depth and meaning, transforming a brand from a mere entity into a narrative with a soul. Connecting the pieces becomes the orchestration of uniqueness and content creation into a harmonious symphony that resonates with the hearts and minds of consumers.

The puzzle-solving process, a climax in our narrative, unveils the strategic acumen required to navigate the complexities of the marketplace. The brand, having solved the puzzle, stands as a testament to mastery, having crafted a narrative that stands out in the crowded marketplace. Yet, our brand protagonist does not rest on its laurels; it steps into the realm of testing and adjusting—a commitment to continual refinement.

In the realm of testing and adjusting, the brand becomes a living entity, attuned to the ever-changing desires and expectations of its audience. The defining edges are tested for resonance, the cornerstone is adjusted to align with societal shifts, and content creation becomes a dynamic dialogue rather than a monologue. The brand, much like a seasoned artist, understands that the masterpiece is not static; it is an ever-evolving creation.

Our story, however, doesn’t conclude with a neat resolution. Instead, it invites us to view branding as an ongoing saga—a tale that unfolds with every interaction, every piece of content, and every strategic decision. The symphony of testing and adjusting becomes the rhythm that keeps the brand narrative alive, responsive, and relevant.

As we bid farewell to this chapter of our narrative, let us carry forward the lessons of our brand protagonist. The defining edges of our own stories, the cornerstones of our purpose, the threads connecting the pieces of our lives—all are subject to the ongoing process of testing and adjusting. It is in this continuous refinement that we, like successful brands, find the resilience and adaptability needed to thrive in the ever-unfolding tapestry of life. May our stories, like the brands we’ve explored, continue to captivate, inspire, and evolve with the changing seasons of our journeys.

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