One of the challenges we face in branding businesses and organizations is not to figure out what to say, even though it helps, but to help clients see the (brand) promise they are making.
There are 2 things about making a promise. One is the actual promise they thrive to reach. The other is to walk the talk. The former is inspiration, while the latter is about trust.
Without the inspiration, there won’t be a direction to rally people around us. Without trust, there is no partnership including the people we seek to serve.
When our brand fails to do the heavy lifting, the other tactics: copywriting, SEO, ads, social media posts might be a waste of time and efforts.
What does trust look like to you in marketing?
