There are brands that people love. There are brands that people loathe.
Same rules apply to people. Brands are people too.
The heart and soul of a brand is what keeps the brain true to its purpose. It’s the underlying core and the reason for being. Usually this is manifested in the leadership. Sometimes it’s manifested in the team. In beset case scenario - it’s manifested across the whole organization. When everyone understands the true purpose, when everyone is marching in the same direction, when they’re all willing to do whats necessary to do what’s right for the brand and for the company - when all those things mesh, it’s magic.
The heart & soul are tough to manufacture - in fact, it’s almost impossible. It takes years to build, it takes effort and it takes work. It’s hard to rebuild it if it disappears. The trick is maybe to know it when you see it - and making sure it stays and evolves.
This series of content is a small experiment. I pledged to create a piece of content on my site for the next 365 days. You can read the opening post here. The posts aren’t limited to thoughts or ideas, they’re really just a way for me to create original content. If you got any feedback/questions, please reach out. Thanks for looking.
Dmitry N. Rusakov