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 your customers’ unique challenges? Just being plain honest with them?

Your messaging will achieve greater clarity if you can connect with customers’ needs on both a practical and emotional level.