“When you look at a strong brand, you see a promise.”
Your brand determines both your audience and your relationship to them. It becomes a way users and clients can anticipate what sort of products, services, and approach your business provides. My approach to branding begins with determining who you are as a business and how you want to be seen. This goes beyond your products and sales potential by first identifying your goals and values.
Oscar Wilde said, “Be yourself. Everyone else is taken”. This holds very true as the most successful campaigns identify and highlight the unique strengths of a community, business, or organization that elevate them above the competition. As numerous PR scandals reiterate time and time again (the recent Pepsi/Kylie Jenner debacle comes to mind), candour and forthrightness are fundamental in brand creation and maintenance. By taking time initially to lay out your strengths, weaknesses, and vision as a business; you are taking time to crystalize the path to success. Having a brand package and strategy that reflects this will help to establish and maintain your relationships with clients.
I have learned to think of a brand as a personality. Always put your best foot forward. A positive first impression is good, but maintaining that relationship is key. Always act with honesty and integrity.
Of course, it never hurts to be good-looking.