A strong brand is easier to recognize when the visible parts are consistent. It is more valuable when the decisions behind those parts are consistent too.
Start with the decision system
Positioning should make choices easier: what to say, what not to say, who the priority audience is, what the experience must feel like, and where the brand has permission to stretch.
Connect creation to operation
Identity, website, campaigns, sales material and communications should not become separate mini-brands. The operating model needs ownership, reusable assets, governance and a rhythm for reviewing what changes.
Measure what the work is meant to change
Different projects need different evidence. BLS will avoid universal vanity metrics and instead define useful measures around the commercial or organizational objective of each engagement.