“What is essential is invisible to the eye”, the fox reveals to the Little Prince toward the end of the book, capturing one of the story’s central ideas in a simple, memorable motto.
Your product or service likely boasts numerous positive attributes: convenience, good service, affordability, luxury, the biggest, the most beautiful, the best… but none of these make up a brand. Behind this collection of attributes, hidden from view, lies a story waiting to be uncovered—one that holds what truly matters to your audience, the connection that will keep them coming back again and again.
It’s easier to describe the product’s visible qualities; they’re apparent to all. But it’s far more rewarding to uncover what really matters. And that’s where branding begins.
