"You are what you do, not what you say you will do."
Here We Go
What Is A Brand For?
What It's Not
Founders often believe that a brand is their opportunity to express themselves. They construct branding to tell the public who they are and what they do.
Your Brand
The real purpose of a brand is to show the people identified as your ideal customers that they can relate to your business implicitly. A good brand shows them that they need what your business offers.
How A Brand Can Fix Your Business
Your brand is the customer's starting point, so if yours is weak then your business will suffer downstream through disproportionately high customer acquisition costs. A Better Brand will make the rest of your marketing cheaper and easier.
Your brand's voice complements its visual affect and demonstrates brand coherence. Your voice also shows your Ideal Customer that you speak their language.
Voice
How your brand is visually displayed is of primary importance to your company. Who does it appeal to? What associations does it conjure? Where in the market does it position you?
Display
Your display and voice signal your beliefs, but this is cemented only through disciplined and repetitive behaviours that show your brand's facade is supported by action.
Behaviour
