Before reading “The Human Centered Brand”, I thought of branding as an ‘external’ thing – the physical stuff like the logo and colours, and the kind of image you project. I now see branding as a complete philosophy for attracting the kind of clients I really want to work with.
It was empowering and validating to do things the way that feel good to you. It puts the decision-making squarely in the hands of the business owner whilst allowing them to have a clear system. I also really like the Brand Discovery Pyramid and how ideal client comes last before the visual identity itself. One thing I’ve learned in my (multiple) business lives is that your ideal clients may often lurk in hitherto unsuspected places! You can look at someone else’s business that appears similar to yours and assume that your client model will be similar but it’s not necessarily the case.
It seems to me that this system means that the heart of the brand is allowed to speak before unnaturally hobbling it with preconceived ideas about who it will appeal to. And if the heart of the brand appeals to people you didn’t expect it to, you might discover that, in a sense, your previous ideas about ‘ideal clients’ had a lot of bias in them!
This book will help people understand branding as a means to attract clients who resonate with what they do and the way they do it. Branding is about a hell of a lot more than what your logo looks like and the picture you’ve got on your About Me page!