Interest vs Identity

The Enlightened Entrepreneur

A lot of people say the business is the money; it’s the path to profitability. The brand is the face of the business; it’s the image and what makes one product different from a competitive product. The brand is what it means, what it stands for, what it looks like. But a brand is more than that. What speaks to heart of your customer? Customers have an abundance of choice, and people feel like the choices they make say something about them.

What are the ways your brand can feel like coming home? How can it feel like a person’s evolution of themselves? The purpose of a brand isn’t to be the face of or the image of a business; it’s to empower its customers to become better versions of themselves through interacting with that brand. In order to do that, you have to KNOW your customers. What keeps them up at night? What are their deepest fears and desires? How does your brand fit within and meet those needs? Are you resonating with people’s interests? Or are you connecting with their identity?

In this episode, Elizabeth shares the following:

• Branding
• Importance of creating brand as heart of customer
• Bob Deutch and cognitive anthropology
• How brain reacts to visual images
• Purpose of a brand
• Knowing customers on intimate level
• Understanding brand’s qualification to meet customer needs

If you want to keep the conversation going, you can find me on Instagram or my Website. If today’s episode was at all inspiring to you, please leave a 5-star review on iTunes I would be so grateful. Please also share this episode with anyone you feel needs it, because what the world needs is more people who have come alive.

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Bob Deutch