The well-crafted brand invokes feelings of trust, purpose and completeness. Not only for customers but also for everyone responsible for creating that product or service and the experiences that flow with it and from it.
Well-crafted is the sum of conscious decisions and relentless extra effort. It is unique attributes, stories, and processes that compose a brand identity that is as unique as a fingerprint.
Well-crafted brands know who they are and what they stand for.
Well-craftedness, or the potential to become so, is inherent to every brand. Few leaders, however, aren’t aware of this, or if they are deny or suppress it because they don’t have the wherewithal to uncover, embrace and celebrate their brand’s unique identity…its true purpose…or why it exists.
The problem is that unless you are grounded in why your brand exists, the only way you’ll feel safe talking about it is to mirror what your competitors are saying about their brands. Keep in mind, most of your competitors don’t know what makes their stuff special either.
Connecting to and embracing what makes your brand well-crafted and sharing that openly is what enables others to see how unique and special it really is – and why it’s the most obvious choice.
This is not a marketing platitude. Your ability to connect, embrace and celebrate what’s well-crafted about your brand is the key to true differentiation and the ability of your brand (through your efforts) to communicate its meaning and value to everyone it touches.
Curious about what might be well-crafted about your brand? We invite you to clear an afternoon, open your mind and go looking for the unexpected.
Customers and distributors (like you) are inundated with tons of choices right now, none of which seem very different. To be the one who gets the nod, you must be able to clearly communicate the true meaning and value of your brand along with what it will bring to those decision makers. Following it with a well-crafted customer journey will ensure they’ll continue to say yes to your brand for a good long time to come.
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