Amatur marketers or people that don’t really subscribe to marketing tend to think of marketing in terms of memos.

The thing with memos is they are sort of selfish. It starts with what the person writing the memo wants to communicate to the recipient – and is more of an announcement rather then a marketing message.

Yet this is how most websites create their text. It starts out with: this is what we do and this is why you should do business with us – instead of trying to speak to the soul.

Speaking to the soul means – creating feelings in the customer – for the customer. Solving and soothing the fears and desires of the customer – and this happens in a much more subtle way then a memo.

It starts with having empathy for what the customers soul desires – then thinking through words that connect to that soul rather than creating words (memos) that are shoved and forced into the customers mind.

Brand is just human perception and overtime that perception will be pulled to reality.

Your brand has to to be congruent with the real value that it adds in reality or it won’t last.

Perception will always be at the forefront of branding but reality will be what separates it for other brands.