Mission
In 1968, high jumper Dick Fosbury did just that. He dismissed the ‘way to do it’ ‘Western Roll’ technique by quite literally turning his back on the problem.
His different thinking shattered the Olympic record and others then followed. Point made. Approaching a problem differently can have surprising results. Don’t do something because everyone else does. Create a unique brand proposition based on your own core principals and values.
It’s not a shiny logo or super fast intergalactic website with spinny dials and pretty pictures. A brand is your way of telling people why you get out of bed in the morning and how you’ll approach the day. Your values, vision and proposition to change the way people think.
You’ll need to tell them, better still, they’ll just know. So if you’re not sure what your brand means, don’t expect others to.
