I’ve been working to define an approach to brand development, and finding it’s remarkably similar to doing an exercise of self-awareness. This makes sense because a brand is much like a person.
If someone makes an impression on you, you tend to remember them. You may recall their physical traits, their sense of style, their use of language, and personal feelings toward the person.
What creates an impression that sticks? The connection between the people themselves as well as situational context. You may enjoy working with a coworker, but have trouble relating to their weekend hobbies or political views. Or you may have a friend who you adore when you feel relaxed but avoid when you are stressed (or vice versa).
To create connections between themselves and their customers, brands must be multi-faceted and have layers much like a person… specifically Leaders who inspire people toward action.
Brands must be highly self-aware of what they are made of and what drives them each day. They must be able to answer questions like:
I recall reading that top costume designers start by selecting the undergarments that their characters wear. Similarly, brands needs to start with authentic, self-reflective foundations when defining their identity.