How standing out from the crowd relies on new-world thinking
A great reason to do the work of excavating your brand is that you will emerge better able to articulate what you do, underscored by who you are and your singular purpose.
This means when someone asks you, “What do you do?” you’ll have a clear, concise and compelling reply. This means when someone asks you for more information about you, you’ll have materials to share at the ready—such as your LinkedIn profile, resume or website—all with consistent, easy-to-understand and on-point messaging that resonate deeply with you and your target audience.
It’s important to know that to successfully excavate your brand, you’ll need to leave behind “old-world thinking” in favor of “new-world thinking.”
Old-world thinking about branding was complex. It included many layers that people had to sift through and understand. Not only that, old-world thinking produced different brand messages on various brand assets. Still, the biggest challenge with old-world brand thinking was that it often failed to lift people and organizations out of the “sea of sameness.”
In contrast, new-world brand thinking, such as is used in the ETA™ branding process, is clear and concise. The messaging developed from new-world thinking can be quickly understood and creates an emotive response. Importantly, this new way of thinking about your brand produces a single clear statement of your core purpose that is professional and relatable, not perfunctory.
