Branding takes GUTS
I believe branding takes GUTS.
→ Generosity
→ Understanding
→ Trustworthiness
→ Significance
(In that order).
One day this will be a book. For now, it's a list.
GUTS breaks down into four core ideas:
Begin With Generosity (YT video here)
Understand, Overdeliver (LI post here)
Trustworthiness Beats Trust ((article here)
Signals of Significance (article here)
To save time, here are the hyper-condensed themes discussed in those links…
How do we Begin With Generosity?
Association
Reputation
Upfront value
Watch this video for the practical playbook and tactical output.
How do we Understand, Overdeliver?
Listen to customers
Look at the data
Learn from the market
Live the experience
Read this post to steal my 4L's of understanding.
How does Trustworthiness Beats Trust?
Competence
Experience
Evidence
Read this article to learn from real-world examples of trustworthiness.
What are Signals of Significance?
Give Significance
Have Significance
Find Significance
Read this article to understand the 'I can't live without this' business model.
Branding has an alchemical ability to transform a transactional exchange of value, into a belief system of change [in the right direction].
I believe this system is a roadmap for emerging brands to change the rules of the game.
It will take time, but to do anything worth doing, takes GUTS.
