We believe confidence is the most powerful side effect of a great brand identity. It builds boldness and belief in owners & teams and creates trust in customers & clients. A brand's growth really is hindered if you can’t carry it with pride or follow it with reason. But what makes a brand compelling and how does this fill the people who run it with confidence? For us, it’s honesty, authenticity and human emotion.
We all know what it's like to be in a room with someone who oozes charisma … they are magnetic. They have total confidence because they totally understand themselves. They know who they are, they know what their unique strengths are and they know how to show them. They are relaxed, genuine and honest and that is exciting.
Now we might (and we have all been there) try to mimic their style but it’s not really us is it? At first we think, “why not” but as the day goes on we feel more and more uncomfortable and awkward … and it shows. This situation is clearly seen in some of the brands of today.
Like charismatic people, the very best brands are utterly compelling because they are honest and know how to put their strengths and uniqueness centre stage. When you are genuine you become bulletproof and when you are a little different you become interesting. If you are confident in your brand then you will drive it higher and take it further. You will attract talent and you will be more connected to your customers.
Finding honesty, individuality and uniqueness in every story can help form an authentic brand that feels comfortable and natural for the people who will carry it forward. If your brand does not fill you or your clients with confidence then it may well be having a crisis of identity.