From the course: Designing an Authentic Brand
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Who needs your brand?
- A brand is really nothing without a customer. This might seem obvious enough but it never fails to amaze me, how many conversations I have with business owners about their company's brand where the customer is never addressed or appears as a footnote at the end of a meeting. When you're building your brand the customer is 100% where you need to start. In order to have another key lens to determine whether or not your brand is in its most authentic state, you need to identify your ideal customers. And then you must make sure that whatever your brand does authentically serves those customers needs everywhere your brand exists. When going through this type of exercise, it is never a waste of time to start with the most basic questions and move from there. It's often helpful to invite any decision makers to participate in defining your brand's key personas. You want to make sure your team has a clear reminder of who they…
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