---
title: Building a Brand by Working With It
description: Building a Brand by Working With It
---

[Blog | Brainzooming ](https://www.brainzooming.com/blog)

# [Building a Brand by Working With It](https://www.brainzooming.com/blog/building-a-brand-by-working-with-it)

 Written by [Mike Brown](https://www.brainzooming.com/blog/author/mike-brown) | Jun 18, 2019 9:50:58 AM

In business, you hear people discuss building a brand and the trade-off between [working *in* vs. working *on* a brand](https://www.brainzooming.com/3-big-differences-between-branding-strategy-and-advertising/28106/). Working in the brand is doing the actual work your company does to serve customers. Working on the brand describes time invested to develop the brand and grow it.

I think there is a valuable alternative that lives between the two: working *with* your brand.

By that, I mean doing work in your brand in deliberate and strategic ways to push into new situations and applications that create fresh development.

### Building a Brand by Working With It

For me, working *with* our brand routinely yields tremendous learnings and results. Some recent examples:

- Creating a mini-brochure for a client, we reimagined and shortened the [overview of what Brainzooming does](https://www.brainzooming.com/what-we-improve/). It also prompted developing a brand description with more details on how our background and development allow us to [serve so many different types of clients](https://www.brainzooming.com/who-we-are/client-case-studies/).
- Delivering a creative leadership presentation in a new, Idea Magnets-based format provided an opportunity to see what worked and didn't. This led to fine-tuning the workshop before putting it in front of a larger audience.
- Delivering the Idea Magnets workshop the next time prompted a client to ask for much the same content represented the next day, except built around a culture change message. This prompted a better understanding of how Idea Magnets transitions between individuals, departments, and entire organizations.
- Building a PowerPoint template using our new logo suggested several tweaks we need to make before expanding the change in our look.

Those are just a few examples.

### The Questions for You

How much time are your spending working *with* YOUR brand? How are you approaching it strategically to ensure the time yields a string of new developments for building a brand that continues to grow? – *[Mike Brown](https://www.brainzooming.com/who-we-are/#MikeBrownBio)*

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[View full post](https://www.brainzooming.com/blog/building-a-brand-by-working-with-it)

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