Every new staff member at Daake answers a handful of questions when they start. The answers to these standard "icebreaker" questions help us introduce the new team member to the rest of the crew.

I met Greg Daake, author of this book and founder of DAAKE, back in 2002. He quickly became a valued consultant and advisor to me and our marketing and communications leadership at Nebraska Medicine during my time there over a 13-year period.

A simple Google search reveals all you could ever want to know about archetypes and how they’re used. But what you won’t find is a deep dive into how they can be used to shape and define the tone of your brand.

The benefits of having a job extend far beyond health insurance and take-home-pay. How employees feel about their work has become integral to the work itself. Employee fulfillment, engagement, and the collective environment where the work takes place have evolved into what is known as corporate culture.

How do new CEOs communicate authenticity, rally their employees around a fresh vision, and gain the confidence of those they serve, both within and outside the organization? One valuable way is to use branding as a bridge.

Your assignment: rebrand the organization. For many, their gut reaction is to hire a designer, update the logo and call it a day.

If you think about it, not much. But there is this odd phenomenon in sports where the two age groups find common ground. Both seniors and toddlers can faithfully cheer for their favorite team, or more aptly labeled, their favorite brand.

When you look at your brand today compared to where it started, is it as far as you want it to be? Or, are you having a gut feeling that something just isn’t right? Could there be warning signs that you haven’t recognized – or are you choosing to ignore?

Rather than scheduling branding "tactics" as part of your advertising mix, take a step back and consider whether your brand and marketing efforts are working in harmony to increase loyalty and sales alike.

Ever have a baby or a toddler in your life? How about a vegetable or flower garden? Or a pet? Did any of these take care of themselves? Nope. And why? Because each is an organism, a living entity that requires support and care in order to survive. If they didn’t have some help, they’d likely die.

These are the branding strategies that dig beneath the surface to find the root problem and utilize the various elements of rebranding to create a solution.

If they're not with you, they're against you. You may not realize it, but as a business leader, you're either bringing your team together or giving them a reason to rebuke your direction.

The meaning of life. The meaning of Christmas. The meaning of success. So many facets of our lives seem to derive value from their meaning. What about brands?

Normal awards? Not at Daake!

Daake Receives National Recognition for Healthcare Website.

Because of brand positioning, every point of contact with the public means that your brand is producing a positive result. Trust.