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Branding Foundations

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photo credit: steve p2008

Every brand needs to be built on a strong foundation. While the materials the blocks are made of change from company to company, their purpose, form, and necessity do not vary.

  1. The first foundational block of your brand is the vision you hold for your company. Why does your company exist? Where are you going? What are the altruistic reasons you’re in business?
  2. The second block is your mission. How are you affecting the change that will bring about the vision? What are you doing?
  3. The third is your BHAG (Big Hairy Audacious Goal). What is that great big goal you’re shooting for five or ten years out? Knowing this will help you to understand what strategic choices you need to make in order to achieve your goal. Remember, you’ll miss 100% of the goals you don’t set.
  4. The fourth are your values. What are the values that the organization exists within? How do you do business? What behaviors you expect each and every one of your staff to exhibit every day?
  5. The fifth is personality. What is the personality of the business? Upbeat? Cheerful? Steady? Restrained? Old-fashioned? Trendy?

Having a firm grasp on each of these five foundational blocks will enable your brand to soar to unprecedented heights – but only if the foundation is pure. If your foundational blocks are built on “like-to-haves” or “pretty words on the wall” it will not be authentic and will not be successful. Be honest with yourself about these foundational blocks because they will be what you are building the rest of your company upon. Everything else will rest on and rely on the foundation these blocks provide stability. With strong foundation, your brand will stand strong for many years to come. Make the time to understand your foundational blocks and make sure your foundation is strong – you won’t be sorry.


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Tisha Oehmen

Tisha Oehmen is a professional brand strategist and a leader in the branding field. She was recently named a member of the Global Guru’s Top 30 Brand Gurus. She is also the co-founder of Oregon-based Paradux Media Group and the best-selling author of the book, Finding Brand: The Brand Book Tutorial.

Possessing expertise in both front- and back-office operations, Tisha conceptualizes, develops, and implements initiatives to foster brand effectiveness like no other. With over 15 years of experience in branding and marketing, Tisha has successfully led large financial institutions and health care companies down the path of renaming their business.

Where Tisha really shines is in the work that isn’t done. Sometimes a name change for a business isn’t in their best interest and after meeting with Tisha, they are able to find the true value and equity that has always been in their brand. Tisha has a special knack of being able to communicate the value so that the CEO/Business owner can see its luster and then with a little polishing, make it shine company wide.

Tisha is best known for developing long lasting branding campaigns that speak to the heart of the business, the brand, and the community. True brand, no matter how big or small, has longevity. Creating branding campaigns that have longevity, that have a laser-like focus, is where Tisha thrives.

Tisha received her M.B.A. from the University of Oregon, from where she also earned a B.A. in Political Science. She enjoyed a distinguished academic career punctuated by enthusiastic and successful participation in competitive speaking events, and holds numerous awards for her skill in public speaking. Tisha is widely recognized for her ability to capture an audience’s attention with her straightforward and engaging speaking style.

When not working, she enjoys golfing, baking, reading, and hiking with her partner, Mike, and their two dogs, Chloe and Jackson. She’s also an active member of Rotary International, the Chamber of Commerce, and is a very proud supporter of the Oregon Ducks. Tisha lives in Eagle Point, Oregon.

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