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How to Build a Better Brand
Why clarity will always outperform cleverness
When most people think of “brand,” they think logo. Maybe colour palette. But a better brand is something deeper. It’s not just what people see, it’s what they feel, remember, and say when you’re not in the room.
In a saturated market, your brand is your edge. It’s your reputation, your emotional fingerprint, and your customer’s shortcut to trust.
Start With Purpose, Not Products
Too many brands launch with a product and reverse-engineer a story to fit. But successful brands – the ones that earn loyalty – start with a clear why.
Ask yourself:
- Why do we exist?
- What problem are we uniquely solving?
- What beliefs guide how we operate?
Simon Sinek wasn’t wrong: people don’t buy what you do, they buy why you do it. Patagonia doesn’t just sell outerwear, it sells a philosophy of environmental responsibility. Away luggage isn’t selling a plastic suitcase made in China, but the luxury that rides alongside the aesthetic of the brand. That’s…
