Today’s customers don’t ‘consume.’ Having more runs a distant second to being more.
They aren’t looking for features, benefits or experiences. They’re looking for brands that deliver them meaning; meaning by being useful.
A useful brand delights customers and has the chance to become a touchstone in their lives. Delighting them in the minimal, ultra-clear and super simple.
A useful brand has a clearly defined audience and core purpose. It knows how best to serve its customers. Finding delight by subtracting anything that doesn’t add to the customer experience.
A brand is a promise. It's the promise you make to your customers about what they can expect from your product or service.
You can have the best logo, use the most fantastic typeface, create the perfect colour palette, but if you’re not using those elements consistently across your brand, you risk confusing and turning away potential customers.
Branding is one of the most important aspects of any business. If you're not branding yourself properly, it's very likely that your business will fail.
You know your business inside and out. You know what you do best, who your customers are, and what makes you different from competitors. But do others?