Brand is a business’s personality. It’s how a business presents itself to the outside world and how people perceive that presentation.
It’s job isn’t to trick or convince customers to buy or believe something they shouldn’t. That just leads to buyer’s remorse and a failure to gain traction.
A brand’s job is to convey the values and benefits a business has to offer in a way that makes sense to the people looking for it. Helping them understand if what’s being offered is truly for them.
And if that offer ticks all the boxes, good luck getting them not to talk about it.
If you have a brand that tries to appeals to everyone, you don't know who your target audience is.
A successful strategy will deal with the competition in a deliberately different way. Looking for ways to combine different sets of activities that will deliver a unique mix of value to the desired audience.
Brands with weaknesses can still succeed. And brands with many individual strengths can still fail.
A brand is a promise. That's a popular piece of branding advice. But what exactly are you promising? Who's the promise intended for and what should it do?