Stop Convincing Start Conveying
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.