A brand unites an audience through its values.
A set of values that both you and your audience hold and see to be true.
Brands need to wear those values like a badge of honour to attract the audience they wish to reach. Products, services, logo, colours, typography, copy… every touchpoint is an opportunity to share those values with your audience.
Those values won’t be shared by everyone, but they’ll certainly be shared by someone. And it’s when you find that someone that the magic happens. Because pretty soon they find and tell someone else, turning your audience of one into one of many.