The Brand Journal
The questions shaping brands in 2026.
When markets shift and technologies accelerate, brands either drift — or sharpen. These eight questions help leaders build brands that are clear, adaptable and built to last in 2026.
1. Vision
Is our vision clear enough to set the tone?
Does it guide decisions, behaviour and communication?
2. Strategy
Is our strategy visible in what we say and do?
Can people feel it — not just read it in a deck?
3. Focus
Are we focused enough to attract the right people?
Can people feel it — not just read it in a deck?
Do we know our value — and communicate it with confidence?
4. Heritage & DNA
Are we truly owning our heritage and DNA?
Or are we hiding what makes us different?
5. Boldness & Excellence
Are we being bold, authentic and distinctive enough?
Do quality, craft and consistency show everywhere?
6. Adaptability & Motion
Can our brand adapt and move with confidence?
Across formats, platforms and experiences?
7. Systems, AI & Authority
Are our systems ready for scale and intelligence?
AI usage, brand book readiness and meaningful content.
8. Longevity
Would this brand still feel right in five years?
Or are we optimised only for today?