Do not put your ego into your brand

Your brand needs clarity – but it doesn’t need your ego.

Clarified brands focus on the people they serve. It’s easy to get carried away and focus on building “the brand itself” for the sake of making it a project.

Brands represent the experiences people have with a company at every touchpoint. These people (the brand’s Tribe) should always be the focal point of how a brand presents itself.

If the brand is serving the people building it, its clarity is diminished for the people experiencing it.