The article critiques the branding industry for promoting vague concepts that mislead companies into feeling productive without achieving tangible results. It argues that common advice centered around 'brand awareness' can create a misleading focus, as mere recognition without trust leads to failure. It stresses the importance of credibility over visibility and asserts that customers prioritize what companies can offer instead of their inspirational motives. For effective branding, businesses need actionable strategies that foster true connection and trust with their audience.
Instead of chasing recognition, focus on credibility. If your audience trusts you, they'll seek you out. If they don't, no amount of visibility will save you.
Customers don't care why you started your business. They care what you can do for them.
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