As a brand, you need to be and stay relevant. Start from a strong core, use it as your basecamp for continuous development but stay true to it. This core is your vision, mission and values. It’s what defines your identity, it’s what makes you ‘yourself’, and when used consistently, it’s your ticket to Disneyland.

Don’t be fooled by the title of this article, we can’t stress enough how important it is to get a good understanding of your rivals and how they behave. But, you can’t go looking to create something unique, by scanning the competition, right? Knowing yourself as a company or brand is on a whole other level on the importance-scale.