From the course: Designing an Authentic Brand
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Being the guide in your story
From the course: Designing an Authentic Brand
Being the guide in your story
- The days of a brand, primarily talking about itself has been dead for a long time. But for some reason, brands still slip into the pattern of talking about themselves from a me first perspective versus from their customer's perspective. There is no quicker way to destroy authenticity or to erode your brand than to make your brand the hero of the story. When brands do this, they come off less believable or likable because they feel insincere or out of touch. Shifting that perspective takes the ability to build a brand that comes from a real and relatable place. No matter what you're selling the place to start is to establish what you're doing to help your customer. Why do they need your product? How are you going to help them live a more secure easier, more efficient, or all around better life. The answer to these questions allow you to drill down to the authenticity of your brand and how to communicate it. Until you figure…
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