Like Good People

Think of a brand as a reputation. It’s the average customer experience or the general perceptions and beliefs people have about something. And like us people, brands are remembered by the value of the connection they’ve made with those they’ve captivated. That’s not to say we are living in some fantasy land where no one ever throws a tantrum or ever drops the ball, either. But like the reputation of a good person, it takes a little bit of soul searching to be an intentionally good brand, too.

It’s easy to overlook branding as the core foundation of your company when there’s not much competition around you. But unfortunately in the digital age, singularity in an industry can only last until your great idea starts to inspire the world. To stay relevant, you’ll need something substantial that lasts for the long haul. And without a strong creative identity to fall back on, fresh ideas become harder to generate and things can get sloppy quickly. 

Of course, all hope is never lost. Like those moments when you just need to hear a new perspective before making any movements, so you dial up your friend who always knows the right answers. You know, the one who calls it straight and keeps it real, who thinks outside of the box to solve your problems. When you need that nudge for your company, that person is your brand. 

But in order to be able to rely on your brand for creative solutions like your most trusted pal, you have to get to know them first. How do they look? What do they sound like? Where did they come from? Who are they inspired by? Why are they your friend?

A good brand transpires when the answers to those questions spark the details that construct an authentic story you can feel. Like the first drunken heart-to-heart that solidifies the lifelong bond, all the best parts come afterward.