Brandkind
Updated: Aug 24
Before getting to the point of this piece, a brand insight and a fortunate fact, starting with brand. A pithy definition of a brand is that it is a badge of trust and trust is earned by making a promise and then keeping it with integrity. But all too often the emphasis in brand building is put on the making of the promise rather than the keeping of it. This in no way implies that having the courage to put an ambitious promise out there isn’t important, it is because the integrity of keeping a promise and thereby building trust starts with making a commitment in the first place.
