When an audience engages a brand, they’re on a journey. On a path searching for what they need and looking for the right person to guide them towards it.
No one’s journey is ever linear—it varies from person to person—yet there are always similarities between them. The challenges they face, the failures they want to avoid, the goals they’re striving to achieve… the list goes on.
Those similarities are where brands can step in and guide their audience. Communicating how they’ll help them overcome their obstacles and reach their goals.
It’s an approach that requires generosity.
It's not about convincing. You're not trying to push people down a path they’d rather not travel. You're simply showing them the way towards what’s possible and communicating what will happen when they embrace that possibility.
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?