When innovating or developing a new brand strategy we look at these 5 elements. Relevance: Are your brand’s products and messages appropriate for its identity. Memorability: Is your brand cognitively sticky? One way to ensure that people will remember your brand is to embrace the age of empathy in branding. Expandability: Can you expand your brand to other message types and products? Depth: Can you communicate about your brand with different types of customers, across various channels, using unique types of styling and emotional cues?