The Pitfalls of Purpose
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When making a brand, don't fake a purpose. If you seem fake, people notice, and it turns them off. Look at some fashion brands—they say they care about the earth but don't act like it. Customers who really care about the planet feel let down.
Your brand's power comes from being real. Customers are smart. They spot lies fast, and that breaks trust. Trust is key. If you lose it, it's hard to win back.
Make your brand's purpose about what you truly believe. Being honest makes people stick around. They trust you. Keep your words and actions in line. If they don't match, people feel tricked, hurting your brand's reputation.
Pretending to care also complicates communication. When your team doesn't believe in the message, crafting the right words becomes a struggle. It wastes time and feels insincere. Honest communication is straightforward and saves everyone time and effort.
Don't just say you stand for something because it's popular or sells well. When you really care about something, it shows, and talking about it is easy. That makes your brand strong and clear to everyone.
Tanner Garniss-Marsh takes the guesswork out of branding, helping leaders grow their business with branding they and their customers love.
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