To craft a truly successful brand, to make “brand magic” there are two epic journeys a brand builder must endure.
These tasks might take place at the same time, or they may occur successively, but for a brand to stand out, win hearts and capture imagination, both elements must be present:
- Finding & Crafting the Brand Purpose
- Finding & Crafting the Brand Cool (this is the special sauce of your brand).
In her book “Million Dollar Dog Brand”, Nic talks a lot about how brands show up versus how businesses show up:
A business shows up as a business trying to sell, a brand shows up as humans trying to help. In the world we’re in now, where we don’t want to be sold to, which one do you think has a better chance of being successful long-term?
When a brand is brought to life by a solopreneur or a single visionary, it is often part of that person’s “human purpose” that becomes the “brand purpose”.
How Does A Brand Get Built?
Done? Great! Now you’re ready:
