Brands can express a point of view on the world, play to a deep desire, resolve an emotional tension or champion a cultural movement.
However, if your product’s rational benefits are relevant, valuable and different enough it may not be advantageous to ladder up to an emotional benefits.
Maybe Simon Sinek is wrong and sometimes people don’t care why you exist, just how you do it or what it is you offer.
An audience may not notice a brand’s differentiation, but they do notice it’s uniqueness.
Differentiation: A brand is seen to be different in what it sells, how it does it or why it exists.
Distinctiveness: A brand is seen to have distinctive, strong and unique assets, content and campaigns that enable it to stand out.
TOV / Personality / Archetype
Name / Logo
Typefaces / Colours / Audio
Event or Team Sponsorships
Executional Comm Ideas
What you sell
For a time or place
For a target user
How you do it
Why you exist
Brand ideas are outwardly facing expressions of the brand’s positioning.