Branding is:
a promise kept consistently
about standing for something
having a unique point of view
a conversation with you and the people you serve
the result of all interactions with the customer
a long-term game
a tool for building trust
livng within cultures and movements
Branding needs:
consistency across all touchpoints
a clear and deep understanding of who you serve
relatable storytelling
speak the language of the people you serve
articulate their pain the best
a killer one-liner
be very
extreme clarity and focus
be generous
exceeding their expectations
foster rituals
leadership that embodies brand values
fight an enemy
Branding gives:
transforms customers into advocates
a sustainable competitive advantage
a compass to guide the brand
sets you apart a sense of belonging
create lasting trust
clear value perception
a reason for customers to choose you
clarity in decision-making
alignment across teams