A Horse is a Horse of Course, But What is a Brand?
People relate to people. They anthropomorphize inanimate objects and ideas, because it creates a context in which to understand things. Every brand has a personality, and the way a brand communicates is an expression of its character. No matter what your business, your brand has to relate to people on a human level. This doesn't mean that your brand needs to have a human face or a spokesperson to be successful—it means that the communications and images that you put into the world will be put into a human context.
Like a person, your brand has many aspects of its personality. It can hang out with friends, it can dress up for an interview, it can give an important speech or presentation—but for a brand to be successful, it needs to have depth of character and it needs to be consistent, because consistency is fundamental to trust.
Like a reliable friend, your brand should behave in a way that its audience can predict and count on. It should also have the depth of character to adapt to different situations confidently and with grace, and to always be delivering the same consistent promise.
We are big believers in developing and defining the subtleties of this character so there is an understanding of how to really know your brand. This way, everyone involved can make decisions and communicate in ways that are in character for your brand, and your audience will be receiving clear and consistent messages. The secret is to know your brand well, be confident in its integrity, and to be true to the character of your brand.
People relate to people. They anthropomorphize inanimate objects and ideas, because it creates a context in which to understand things. Every brand has a personality, and the way a brand communicates is an expression of its character. No matter what your business, your brand has to relate to people on a human level. This doesn't mean that your brand needs to have a human face or a spokesperson to be successful—it means that the communications and images that you put into the world will be put into a human context.
Like a person, your brand has many aspects of its personality. It can hang out with friends, it can dress up for an interview, it can give an important speech or presentation—but for a brand to be successful, it needs to have depth of character and it needs to be consistent, because consistency is fundamental to trust.
Like a reliable friend, your brand should behave in a way that its audience can predict and count on. It should also have the depth of character to adapt to different situations confidently and with grace, and to always be delivering the same consistent promise.
We are big believers in developing and defining the subtleties of this character so there is an understanding of how to really know your brand. This way, everyone involved can make decisions and communicate in ways that are in character for your brand, and your audience will be receiving clear and consistent messages. The secret is to know your brand well, be confident in its integrity, and to be true to the character of your brand.
