It’s easy to look at your brand as simply a functional thing. It is a name. A typeface. A color. And maybe a logomark.
It’s easy to think of it is nothing more than another asset that helps the organization conduct business. But if this is as far as the organization goes, it leaves a lot on the table.
Underutilizing the brand results in missed opportunities.
A brand is emotional
People get emotional about the brands that they love.
Harley Davidson engenders incredible loyalty among the brand’s faithful. They wear the logo like a badge. Some even go so far as to get tattooed with the brand.
Imagine creating the kind of emotional connection that spurs someone to permanently display your logo on his or her body. That’s powerful.
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How do you find the emotion?
In order to connect powerful emotions to your brand, you need to reveal its soul.
The most potent approach is to clarify your Big Audacious Meaning (purpose). In other words, the difference do you make in a life, a community, and even the world.
