Three Pieces To Build A Human-Centered Brand
Developing a branding playbook? Start here.
I have used three critical questions to develop human-centered stories for Nokia, Nike, and adidas.
The critical questions for your brand playbook are simple yet impactful.
Why? How? What?
These three questions are crucial in the brand playbook
- Most importantly, you need to know your brand’s “why.
- You need to know your “how” — how you’re delivering on the promise.
- “You need to know your “what” — your product, brand, and services.
Your product, brand, and services are the enablers of your purpose. Staying authentic and connected to your belief, obsession and mission are why your organization exists.
- Why do you get out of bed in the morning?
- Why anyone should even care for your brand.
- Why does everyone come back, over and over, again?
Your why is your promise to your consumers.
We’ve heard Simon Sinek say it many times, but he’s right. Here is a quick overview of this impactful framework.
And, in my two decades of building brands for top athletic and lifestyle brands, I can tell you with certainty and humility:
You cannot do this without deeply understanding the real needs of the people you serve (a.k.a.: target audience).
So start with getting deep, authentic insights about your customers. Find and leverage authentic voices so you can humanize your brand and build emotional connections.
Start listening and talking with customers daily. And begin building your brand in services of and for your customers.
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