Your brand comes from inside. When we hear an organization talk about the product or service they think their prospective customers will buy, we are inclined to reply:

“Yes, they will buy that. But not necessarily from you, unless it’s what you’re honestly good at producing.”

Your brand is a part of your organization’s DNA. It’s possessed by individuals in your organization who create products or perform services. It comes from innate talents and abilities you have always had or from skills you have developed.

To fabricate your brand is to claim to have abilities and skills you may not have but think your prospective customers will buy. A fabricated brand is not an effective one.

The good news? A carefully done “brand discovery” reveals your unique innate abilities and skills and puts them on the table. All that’s left is to package those qualities and present them to customers who are looking for them.

Now you are honestly branding.

Are you brand-aware? Learn more at