Instinct Brand Equity helps mid-sized companies who have a passion for what they do and a desire to capture mindshare, build their Brand equity. We do this by educating our clients on the true definition of Brand, coaching them to define their Brand with crystal clarity and then by challenging them to deliver their Brand – and all that it promises – with ruthless consistency at every touch point, with every stakeholder. Our name, Instinct Brand Equity Coaches, embraces entrepreneurs' instinctive sense of Brand and their innate ability to articulate their Brand’s key elements. Even though they may not identify their thinking with "Branding," they understand that their company’s survival depends on consistently delivering the key foundational elements of their Brand — Core Purpose, Vision, Mission, Position and Values — to stakeholders. Entrepreneurs understand that they — the CEO — are the ones who must own the Brand, because they are the one person who can make it everybody's responsibility to deliver.