By the end of these exercises, you should have a mound of paper with scribbles.

 

Put a big piece of paper on the left side of a wall that says: TODAY.

Underneath, write what you learned about your brand today, like beliefs, personality traits or strengths and weaknesses.

On the right side of the wall, hang a paper that says: TOMORROW.

List the things you hope your brand will achieve or become over time.

 

You’ll see a blank wall between the two pages. Think about changes you could make to bridge the gap between your brand today and tomorrow.

 

It could be as simple as re-writing your customer service emails to sound less corporate and cold. Or starting a foundation