RDA

In a world teeming with “fat” and “milkshake” brands, many companies over complicate their essence to the point where customers—even employees—are left scratching their heads. It’s like trying to navigate a labyrinth of endless choices, where creatives wander too far off-brand and strategists find themselves tangled in a web of conflicting elements. Meanwhile, HR teams are left guessing who truly embodies the brand’s spirit. So how can you spot a “fat” or “milkshake” brand? Start by counting the brand values and personalities they juggle. Better yet, look at their advertising. If the messaging feels disjointed or inconsistent, congratulations! You’ve stumbled upon a classic case of branding excess. Both young and established brands grapple with their identity. At RDA, we’ve seen everything from three to eight values and tones floating around. And let’s be honest—can anyone truly remember eight of anything? Even if they could, these values and brand tones often clash rather than complement each other. How can a brand with eight conflicting tones and/or values hope to remain coherent? Spoiler alert: it can’t. Branding is about simplicity. Somewhere along the way, someone misguidedly concluded that more is better. But let’s set the record straight: less is more. This branding bloat often stems from too many voices trying to contribute or a desperate desire to cater to everyone—and in doing so, losing sight of who you really are. At RDA, provide a streamlined approach: no more than three to four core values and tones. Three is optimal. It forces you to confront your identity with clarity, sharpening your understanding of who you are—and just as importantly, who you are not. The strength lies in that conviction. If you’re ready to shed some fat or remove the kitchen sink, here are some tactics: 1. Engage the Leader: The founder or president should be an integral part of all branding sessions. Since culture flows from the top, their genuine belief in the brand is non-negotiable. If they don’t embody it, it has to go. 2. Bring in an Outsider: Enlist an independent third party—be it a consultant or agency—to lead the branding process. This fresh perspective can challenge the status quo and provide the necessary push to refine your identity. 3. CUT! Begin with your initial thoughts, then trim down to the three values and tones that clearly convey what your brand stands for. Ideally, your essence should emerge seamlessly from these pillars. RDA is here to guide you through the process, helping you stand out in a competitive market and attract the right talent, if you’d rather brand professionals take the reins. Where Different Matters [email protected] #branding #values #tone #consulting #brandstrategy #startups #massbrands #strategy #talent #founders

We're LIVE, LINKEDIN!!! Welcome to RDA's launch. Or better known to some as RULES DON'T APPLY, Corporate & Brand Strategy Consulting! We deliver corporate and brand strategies that foster inventiveness and growth, helping executives and investors alike successfully navigate sensitive business cycles. Adhering to our mantra of "know the rules so you can break them," we're passionate about brand equity and believe culture, creative strategy and operations should be brand led. So we're here to break down walls, forge integration and battle for your brand because DIFFERENT IS WHAT MATTERS to us! We're taking emails, links and calls from those who see themselves as distinct or want to be distinct from others! Follow for more news and provocative posts! #brand #brandstrategy #corporatestrategy #creativestrategy #consulting #startup #seriesfunding #peoplestrategy #GTM #employerbrand #marketing #advertising #growthstrategy #brandarchitecture