Logo? Check. Mission statement? Check. Target audience? Website? Check and check.

The external components of a brand are fairly easy to spot. You can get a sense of what you need to have in place with a quick Google search or a trip down our podcast archive.

It’s not that the obvious things are unimportant. On the contrary, every facet of what brings a brand to life holds great value.

There are also many unseen parts of a brand, and it’s a journey we like to take to find those invisible details. These are the things that keep the clock ticking and locked in time.

What is it that makes McDonald’s a stand-out brand in the fast food industry? What should you be reminding yourself (and employees) of as often as you can? What do you need to have written down and solidified so you aren’t caught off guard?

We’ll answer these three questions and more on today’s show where we talk about some practical things your brand needs that may not be as apparent.