How are brands made in the digital era?

What is branding

When starting to create a brand, we too often start from the name,  the shapes, the typography, or the colour palette. We are so used to thinking about the elements that we overlook the very thing that matters - the people. 

We can create the best looking logo with a perfect slogan, but if it doesn't resonate with the end user, it's worthless. And, especially now in this digital era, the need to consider the human element is amplified. 

Us creators, we want to think it’s about us, our brilliant talent, our skills we’ve perfected over the years.
— David Brier

What about branding?

This is a fact: People want to feel more connected to the brand than to its products. They want to be more than just a consumer - they want to be a part of the mission. 

Brands are shaped by the people who buy the products. A brand can only become a great one if they learn how to look at the world, not from their own view, but from the perspective of others. 

What TOMS did is a great example of igniting passion among their consumers to join their mission. That mission? Improving lives with their "One for One" promise. For every product purchased, TOMS donates a product to a person in need. 

My advice? Figure out how to ignite passion by creating value beyond the product. 

What is branding? 

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