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This paradigm shift will change how you do branding forever

Alright, so when it comes to branding, you can definitely get distracted by the visual details –making sure the kerning in the logo is right, making sure the color palette looks good and is functional, and so on. However if you switch your thinking around about branding – as a way to cultivate human relationships – it will truly alter at the core how you approach branding.


First let me say this, it’s so important to understand that branding is about creating a connection with your customers. Just like with relationships between people, this requires a shared understanding of values and a commitment to meeting the needs and expectations of the other party. This means that, as a brand, it's literally not enough to just talk about your values – you HAVE to live them (every day).


Just as a quick example, if sustainability is a core value of your brand, you cannot just say that you care about the environment. You need to demonstrate that care through your business practices, such as using eco-friendly packaging and supporting eco-friendly programs and initiatives.


Building a strong relationship and connection with your audience also requires consistent effort. Just like with any relationship, it's important to stay engaged and connected. You can do this through regular communication, like engaging with your tribe on social media or sending newsletters, and by consistently delivering high-quality products and excellent customer service.


It's also important to remember that, just like with human relationships, it's not all about you. In order to build a strong relationship with your customers, you need to listen to their needs and concerns and be willing to adapt to meet them. This probably means regularly soliciting feedback, offering customized products or services, or simply being responsive to customer needs... it's important :).


Ultimately, if you think about branding as cultivating human relationships, it can fundamentally change how you approach your branding efforts. By focusing on building a strong connection with your customers, consistently engaging with them, and being responsive to their needs, you can create a loyal customer base and establish a strong, positive reputation in the market. Just remember the bottom line, whatever is required of you to build lasting relationships with your friends and family, will also be required of your brand to build strong, lasting relationships with your customers.


Happy Branding!





My name is Diamond Spikes. I'm lead brand strategist + creative director over here at DS Creative Design Studio, where we are an award winning black woman owned + led creative agency that partners with purpose driven dtc cpg brands that are ready to scale to the next level.


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