Behind any business or organisation, there is an idea, a spark, a vision that unfolded out of a sudden moment of inspiration and drove it into existence.
Ultimately, its fate is in the hands of your customers. They are the ones who will decide whether to engage with you, buy your product, invest in your service - or not. Understanding who they are and what they need is pivotal in building a brand that will last, and keep lasting.
The act of intentionally designing a brand that resonates emotionally with its audience. Bypassing conscious thought, and tapping into the unconscious desires and instincts that drive us.
A clear purpose, vision, mission and set of values define what the brand is at its core. These guide the brand, and are not created for use on marketing materials.
Brands need personality, and this is best achieved through defining the brand as if it were a person, with a unique character and set of attributes.
How does your brand communicate with the outside world? What is the message that it carries, and how exactly is that articulated and shared?
Understanding who you are talking to, the emotions that they are feeling and the lives that they live is essential in developing brand that resonates.
Knowing what the marketplace looks like and the ways in which your competitors are innovating is key to unlocking untapped potential - and staying different.
Like when we meet a new person, the way they look is a surface level detail, but still makes all the difference in whether we choose to engage with them, or not.