Many people have a hard time conceptualizing both the effect branding has on their business and the return on investment (ROI) of it. Even some designers have trouble explaining the importance of branding too. Also, different people have different opinions on how branding can affect business and a company’s bottom line.
Right now, I want to talk to you not as a business owner but as a consumer. As a consumer, we want human experiences. We want experiences were we feel valued and where we feel connected. That’s why we so highly we value brands that make us laugh or teach us something. We appreciate interactions where we feel understood. I’d go so far as to say we crave brands that make us feel understood. Shit, I know I do. It’s human nature to feel like we belong that we’re among others who are like us and get us.