Synetic branding (ORIGIN Greek synesis, understanding, literally “togetherness”) – The art of persuasive alignment of perspective, intended to reveal the unique superiority of an organization’s offerings.

Synetic branding brings an organization’s internal and external stakeholders to a common understanding – a way of seeing and feeling – which binds employees and customers at a level far deeper than the concrete qualities or features of an offering. This does not mean the concrete qualities or features of an offering are irrelevant, however. It means the qualities and features of the product, chosen in light of the synetic brand, manifest the synetic brand’s ideals and simultaneously 1) affirms the bond of agreement between stakeholders* and 2) creates offerings that seem deeply, exactly right. (* Now what is at stake runs deeper than simply a thing, but rather, one’s worldview: what makes the world feel like something stable, coherent and intelligible. A synetic brand contributes to reconsituting the coherence of our badly fractured postmodern world, where even the hope for cohesion – a “Grand Narrative” or a “neutral standard”, or anything at all that could serve as common ground – is scorned, made taboo, laughed at or treated with a deep cynicism that borders on peremptory dismissal. The reason for this is a long history of manipulation, using the need for this coherence as bait. In regard to subjective sincerity, every organization is guilty until proven innocent. Human beings have very sensitive bullshit-detection apparatus. Genuine sincerity is a competitive advantage. Learning how to find the authentic goodness inherent in the culture of an organization, cultivating it, and making it active and visible and communicable is the soul of synetic branding. )

Synetic branding, done well, makes competing offerings seem muddled, imitative or beside the point. (It is like framing, but it is free of manipulation. It is an open, shared framing – the framing one cannot imagine being bettered.)

A synetically-branded organization is animated by the vision of the synetic brand. The organization’s culture is both an expression and a reinforcement of the synesis.

A synetic brand is an outgrowth of a company’s culture, and has its origins there. A synetic brand is not a constructed. It is not built like a machine. It is grown from existing life. It is the cultivation of the collective personality of an organization.

The questions are: Who can this organization be? How does it see what it does and makes. How does it see differently from its competitors? How does its difference in vision affect what it does and make? Where does it lack confidence in its vision and why? How can it gain the confidence to differentiate?