Branding is so much more than a marketing goal. For me actually branding is an outcome of just good plain business common sense. Yet, it is often seen as a driver rather than an outcome...
For all the marketing jargon, for me branding is about doing the right thing and furthermore being right there.
Business consists in the purest form of human beings teaming up to provide and influence other human beings that they need their product and service.
- A fab advert may get you a date, but 'being a great human being' will deliver the relationship (and therefore the brand)
- Using social media may get you noticed, but 'being a genuine human being' will create the commitment (and therefore the brand)
- A bribe to buy....price promotion, deals etc.....may flatter your date, but value consistently delivered by real human beings will create loyalty.
For me the answer lies in the words....human beings.
Branding relies on humans being..
genuine
understanding
warm
and most of all
being present - in the customers moment.
