What are those? What are the three Ps of branding?

Well, it always begins with brand purpose.

Simon Sinek, a famous theorist, as we've seen, basically says people don't buy what you do.

They buy why you do it.

Every company that I work for, when they come to me for branding help, what I say to them is, we've got to take a look at your purpose because your purpose drives everything else.

It drives everything you do, the directions you're going in, the types of projects you go after for this.

What is it that you see as the reason why you're in business? And it's not just to make big buildings or to do major projects.

And