“I want to develop an amazing brand for my company…”, announced a prospect during a consultative call.
After listening to his definition of brand, I felt like yelling, “You’re thinking about brand all wrong!”
Instead, I calmly explained what brands really are, and aren’t…
Branding is not strictly logos, packaging, advertising, or PR.
It’s about how your brand behaves in the world, and the experience that people have at every point of contact with your brand.
But, when you boil it down, brands are a checklist to help us make decisions.
A brand helps people simplify choices in a noisy world with thousands of distractions.
When we find a product or service we enjoy, we are neurologically programmed to continue using it.
Think about the last time you went grocery shopping. How many items did you buy out of habit vs. looking for something new?