The essence of branding is an idea, word, attribute or market segment that you own in the mind.
IT’S NOT YOUR MIND.
But please remember that it is not YOUR mind that it is “owned” in – it’s your customer’s. It is usually difficult to see your brand from the outside, as others see it, because you are inside it. Nevertheless, you must do so, or get help to do so.
CUSTOMERS DON’T CARE ABOUT YOU.
Customers care about themselves, not you. They want what you offer to help themselves, not you. So lay off the blah-blah about you and how great you are or how great your product or service is. Concentrate in your messaging on what the benefits are for your potential clients or customers.
EVERYONE IS IN BUSINESS TO MAKE MONEY.
Everyone knows it. so never let it be said, “They’re just trying to take your money”. People pay a premium for Apple or Starbucks because it’s worth it. Communicate what you can do for your potential customers and they will become your actual customers. It’s the difference between “trying to sell someone” and “making them want to buy”.
Email us at hello@21thirteen.com or call us at 646 808 0249 to learn more, or for help in seeing your brand from the outside.
