From the course: Designing an Authentic Brand
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Being clear on what you promise
From the course: Designing an Authentic Brand
Being clear on what you promise
- With the way the world communicates these days, it's no wonder many consumers are skeptical. Whether they are inflated claims, fake news, or just the availability of anyone to give an opinion, whether it's based on fact or not, as a business owner, you will find yourself faced with this skepticism. This state of being has resulted in an even greater need for brands to be transparent and companies must challenge themselves by declaring and delivering on their brand promise. With that challenge comes an opportunity to deeply and authentically connect with your ideal customers. Authentic transparency cuts through the noise and can help you be more profitable. To meet the challenge of skepticism, as well as the overcrowding of messages in social media, an authentic brand has to be committed in a way other more inauthentic brands are not. This commitment can often become its biggest advantage and opportunity, but it does…
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