BRANDING BELIEFS

Why is it that some ideas, companies or people permeate our soul, and others simply pass by our eyes with barely a glance? Or perhaps best expressed by my first boss in advertising, Kym Gaynor, who confronted (Insert his thick southern drawl here), "Is the idea a dull push pin in the side of head, or a burning dart between the eyes? Because only one wins. And it wins every time."

The answer lies in the simplicity of an idea, a expressed reason for being based on a truth that is so authentically and powerfully you, that no other name in front of it would do.

Every idea grounded in purpose has gold in their soul. Yet it is the stunning few who share this passion behind their purpose. When expressed, your company feels more like a cause. Your idea ignites. Those who connect will enroll themselves in your mission, seeing your product or service more as a badge. Traction versus a transaction. And perhaps some surprising new customers will come knocking on your door. I don't care if your jam is Widgets. Every brand has a powerful story to communicate, an ethos which connects.