Branding will often be explained as a long-term commitment that results from thousands of interactions between a customer and the brand’s touchpoints over time.

But, ever since the phrase, “touchpoints” started being used, branding has devolved into making sure all your marketing and sales materials look the same and have the right logo. 

It became a design problem.

But it’s not a design problem, branding is a behavioral question.

When it's working, it just feels right. And that can only be achieved by being authentic in your brand. It’s not about making a pretty logo or a clever tagline, it’s about developing a brand character that will direct your company’s actions and behaviors in such a way that you appeal to those who align with you.

In this episode, I’m going to explain why it works and why it’s so important to stop asking design to influence your brand’s ability to connect.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit simpligy.substack.com