A brand is a gut feeling. More specifically, the customer’s gut feeling.
A feeling influenced by the many touchpoints throughout the brand. Touchpoints that have the opportunity to give customers experiences that create value.
Value that symbolizes what’s useful, magical or delightful in a customer’s life. In other words, it empowers them. Empowers them to be the best version of themselves.
And an empowered customer will move heaven and earth to ensure the success of the brand.
Their magnetic attraction for the brand pulls in others, creating a tribe of devoted followers.
Followers who find delight in the minimal and ultra-clear purpose the brand represents.
A purpose they understand and identify with. Using the brand to reflect who they are and what they represent.
The best brands don’t look to sell the most products, they look for ways to bring out the best in their customers. Because for today’s customers, having more runs a distant second to being more.
We’re not building a brand for everyone, but we’re building it for someone.