Reggie Holmes of Enthuse Creative cuts to the chase saying, “business owners and business leaders tend to think of their brand as something that ultimately serves them as opposed to something that serves their customers.”  Reggie argues that your brand needs to speak to your customers and isn’t about you or your business.

There is a big difference between how a brand is expressed and how it is experienced.  While you’ll come up with the initial definition of your brand, you're inviting other people to help shape and share it. The market is going to have more of a say in what your brand is relative to anything you put down on paper.

Reggie advocates creating a brand that your marketplace can connect with because it leads to faster growth.  He feels that tying your brand to a purpose is a way to do this. Customers desire to connect to something that's bigger than themselves. Of course customers are looking for an answer to a problem, but they also want to connect at a much deeper, more human level. 

Reggie walks through the case of Dove soap to show how a purpose driven brand can have a large impact on the financial performance of a business. He then discusses how even a small business can replicate Dove’s brand strategy.

Show highlights

01:32 Business owners think of their brand as something that serves them as opposed to something that serves their customers.

03:41 Your brand is a dialogue

05:13 Difference between how your brand is expressed versus how it is experienced

06:46 Your brand should be about connection and driven by purpose

09:42 The Dove Soap case study

14:54 What you need to do to create a customer centric brand

17:06 Learn about Reggie. Email Reggie at reggie@enthusecreative.com

Connect with Jay

Email Jay at jay.kingley@centricityb2b.com

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