While the methods of branding and marketing have changed significantly in our new age of online exploration, the overall goal remains the same: Tell your organization’s story in a way that compels others to act in response.
It can be an extraordinarily useful tool when applied to other cause-and-effect relationships, particularly why people don’t follow brands, why people do follow brands and how brands can transition from the former to the latter.
Many aspiring entrepreneurs have crashed against the rocks of reality due to their situational blindness. A quick look at the statistics for startup businesses proves how profoundly our motivations affect our judgment in assessing opportunities.
“Does my web presence pass the differentiation test?” Give them compelling reasons to set you apart in their memory of who could potentially meet their needs.
Focus on and celebrate what is working to foster positive change.
Without these two things, you're essentially flying blind...