Think about how your brand empathizes with its tribe.

Think about how your brand empathizes with its tribe. Take time to think about how your brand empathizes with its best-fit people. What sort of emotional qualities do they associate with your brand? Trust? Joy? Authenticity? Security? How do you enact these qualities in your brand’s promise? Consistent communication? Empowering an overlooked customer group? Understanding […]

Why purpose fatigue is a problem for brands

Tips for Video with Impact

PR Power for Products

Strategic planning

Understand your brand’s tribe.

Understand your brand’s tribe. Your tribe is your brand’s people: the customers who are the best fit for the solutions, products, and services you have to offer. Ask yourself: what tribe does your brand belong to, and why does it appeal to them? Successful brands learn how to communicate the challenges they exist to solve […]

Recognize that your brand isn’t for everyone.

Recognize that your brand isn’t for everyone. Clarified brands know the ideal customers they exist to serve. Which means they also know which customers they don’t or can’t help. Just as brands have ideal customers they exist to serve, customers have ideal brands fit to serve their needs. Forcing an incompatible fit between brand and […]

What does your brand believe in?

What does your brand believe in? Your brand needs to believe in something. And no, we’re not talking about a mission statement. Mission statements are still useful – most organizations end up crafting a pithy explanation describing their purpose and goals. But your brand is not just a machine that runs on day-to-day operations. Your […]

Know the core challenge your brand exists to solve

Know the core challenge your brand exists to solve. The single most important aspect of brand clarity is knowing the core challenge your brand exists to solve. Clarified brands do this. They know which customers they serve and understand how to speak confidently about the value they offer. Brands that lack clarity frustrate their customers […]