Quit Branding and Start Bonding

The reason I avoid using the word “branding” is because most people think they’re already doing it.

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Here’s a far more important question: What are you doing to create an emotional bond with customers you’ve not yet met? This is the real goal of branding. But since too many people think they’re “branding” when all they’re doing is following a visual style guide, let’s you and I call this process “customer bonding,” okay?

 

If your visual style guide is successful, people will recognize you when they see you.

 

If your customer bonding program is successful, people will think of you and feel good about you when they finally need what you sell.