Aug 3, 2026 · 19 min · 9 segments
A great brand isn’t always built around what it sells. Instead it can be built around a bigger idea that gives people something memorable to connect with long after products and services evolve. Now…
Looking at something that is a topic of interest concern or thought when I'm helping clients do their branding doing better branding and this one is no different this episode is a concept makes a better brand so the whole theme is about developing a brand that is based on more than what you offer so thinking of a brand as that conduit between company and customer what this brand can be above that sits above your offer so that people can value it more than you know the comparable offer the competition So I've said this before, products and services come and go, a brand should last.
And that's why many of the strongest brands that we know and maybe trust and buy often aren't built solely around what they sell, but around a bigger idea that gives people a reason or an idea to easily remember them, connect with them and choose them when needed.
Because some of these businesses, they believe that their offer is better.
even as a newcomer in an already highly competitive and established market of competition.
I work with a lot of real estate agents and real estate agents think they're offering something completely different when most of them are offering the exact same thing.
But creating some form of meaningful differentiation for your customers to recognize and value to set yourself apart from others is something that you can do in your branding.
Others might even describe it as your North Star to follow and be guided by, which is a nice metaphor for how you can utilize the central idea that holds your brand together.
And this is something that I've endeavored to do with as many clients as possible, and I've had the opportunity, when they've been interested and not seeing it as just poppycock or total fluff, and create more than just a product or service.
Looking at something that is a topic of interest concern or thought when I'm helping clients do their branding doing better branding and this one is no different this episode is a concept makes a better brand so the whole theme is about developing a brand that is based on more than what you offer so thinking of a brand as that conduit between company and customer what this brand can be above that sits above your offer so that people can value it more than you know the comparable offer the competition So I've said this before, products and services come and go, a brand should last.
And that's why many of the strongest brands that we know and maybe trust and buy often aren't built solely around what they sell, but around a bigger idea that gives people a reason or an idea to easily remember them, connect with them and choose them when needed.
Because some of these businesses, they believe that their offer is better.
even as a newcomer in an already highly competitive and established market of competition.
I work with a lot of real estate agents and real estate agents think they're offering something completely different when most of them are offering the exact same thing.
But creating some form of meaningful differentiation for your customers to recognize and value to set yourself apart from others is something that you can do in your branding.
Others might even describe it as your North Star to follow and be guided by, which is a nice metaphor for how you can utilize the central idea that holds your brand together.
And this is something that I've endeavored to do with as many clients as possible, and I've had the opportunity, when they've been interested and not seeing it as just poppycock or total fluff, and create more than just a product or service.
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