Summary: “People don’t buy our product. They buy the belief that we can create and deliver the product. They buy our brand.” Bruce Philp, author Consumer Republic. Having a brand, and filling a particular brand space gives consumers the confidence to hire you. In this episode we learn: - 3 components of a healthy brand - why outsourcing your brand experience makes sense - how corporation (or the appearance of one) gives a client confidence - three ways small business owners give away their power Take Aways Three conditions that need to be met in order to build a viable brand: Purpose. Consumers need to believe that the people they hire are motivated by a higher purpose, otherwise they’ll assume it’s opportunism. Positioning. Commit to a particular type of project that you’re great at and an ideal client, or you’ll never excel Character. Sharing your value and personality allows your customer to buy into you as a brand. It’s time to take control of your business. Become a member of Business of Design®, today: https://businessofdesign.com/?ref=2&campaign=podcast
