Give your brand the “ooh”, “whoa”, and “wow”.

It is quite possible that one of the most troublesome things you could hear is that you have a viable brand.

Not unforgettable. Not irresistible. Just viable.

Here’s how it happens. You assess your brand. You figure out the mechanics of it. And then you assemble a rational explanation that defends why it is a viable alternative out there in the market. This then becomes your brand’s story. It’s workable. It’s just not necessarily an enthralling story.

It’s easy to think that if you get the mechanics of the brand figured out the magic will eventually come along. It’s even easier not to think that far ahead. After all, once you have a viable brand with a viable story, it’s tempting just to move on. And that’s what too many brands do.

Why viable just isn’t viable today.

It is easy for a brand to get lost in the tsunami of information that inundates all of us every day. If your brand is simply serviceable, it will get lost. There has to be something enchanting about your brand. Something enchanting about your story. Otherwise, you are just part of the ocean of white noise.

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Your brand must elicit some visceral reaction.