How do you build your brand? Honestly!

This Siegal+Gale article gets a bit dry at times so I’ll spoil the ending for you: You build your brand — it could be a re-branding effort, a new brand, or even rebuilding a brand in decline — by being honest and authentic. Keeping secrets, even if you feel your intentions are good (“We don’t want to scare customers away with these price increases, so we’ll try to distract them”.), do nothing to help your brand. Even if they can’t quite put their finger on it, customers can tell something’s fishy and will regard you with suspicion. They will question your motives and wonder if you’re trying to rip them off at every turn.

This is not how you build a relationship, it’s how you destroy one.

Treating your customers with respect, tell the truth, and being authentic to your story (brand) will forge strong ties.

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