Watch the short video below to see how we navigated a brand revolution without losing Navy Pier's soul. Even more strategy behind the rebrand is revealed at colorjar.com/navypier

ColorJar creates champion brands.

Simple brands win. Everyone's brain is overloaded. The way in is simplicity.

Your brand = ____________ If you need more than one word or term to fill the blank, you haven't defined your brand sharply enough.

If your brand adds value, it will become valuable.

Consistency is key. Your brand must look, sound, and feel the same everywhere. The difficult part is adapting your brand to fit various channels without losing cohesiveness.

Don't be afraid of the competition. Choice creates demand. Welcome competition and focus on outselling them in the categories of value and trust.

What's your brand's story? In a sea of seemingly identical options, storytelling helps to create a sense of connection which can bring you to the top of the list.

Say less.

Branded content should be value-focused instead of promotion-focused. The ultimate goal of a brand is to provide value in an angle unique to that brand. Consumers know when they're being sold to.

You know your brand inside and out. If you're not able to deliver your brand's message simply, neither will your customer to their friends.

People don't buy from companies, they buy from brands. Your brand is what makes you resilient— invest in it.

Even a rebrand doesn't wholly change a brand overnight. Building brands takes time and brands must savor the path of getting 1% better every day.

You might have the best product in the world, but if people don't very quickly understand what it is, why it's different, and how it fits into their lives, they'll never give you a try.

The best brands can be boiled down to a single word. What's yours?

Focus. Your company can do many things, but should only talk loudly about a few things.

Get people talking. What the world has to say about your brand is far more impactful than what your brand says about itself.

A simple brand design tip: own a color. Wireless brands do this well – from memory you can probably name the color of T-Mobile, Verizon, and AT&T.

Complex, multi-pronged brand messages get muddled and missed. Simple messages get remembered and repeated.

Don't neglect your brand's internal audience – your team are your ambassadors to the world.

A brand's reputation is built brick by brick, day by day. Everything counts.