When I work on a website, content or online branding project, my starting point is always to ask, why? To find out the essence of why the brand I am working on exists. This is the foundation for their brand message which then informs the design, the website and all their marketing material. I help them define and project the right message.
Why? is emotive and taps into passion, which is the key to it being so powerful. Nothing moves mountains more than passion. ‘Me too’ and ‘vanilla’ brands are easily replicated and easily forgotten, but a brand based on passion connects with people on a primal and emotional level. If you can connect with a user/customer/client on an emotional level through your content you’re on to a winner.
“If you hire people just because they can do a job, they’ll work for your money. But if you hire people who believe what you believe, they’ll work for you with blood and sweat and tears.” Simon Sinek [Read more…]