Grow your brand empathy, the rest is mostly baloney
“Goodbye,” said the fox. “And now here is my secret, a very simple secret: It is only with the heart that one can see rightly; what is essential is invisible to the eye.”
“What is essential is invisible to the eye,” the little prince repeated, so that he would be sure to remember.
Antoine de Saint-Exupéry made a very precious reveal for us more than 70 years ago. It’s about empathy, the essence of branding. It’s the biggest difference between brands that make it and those that don’t. And yes, we need to repeat it, so that we would be sure to remember staying updated with the needs of the 21st century customers.
It’s easy these days for customers to scan for brands that pull in the same direction as they do. They’ll give them trust and money in exchange of their empathy. Successful brands got the idea so well, that it would make almost any of us love their products and services. Lego is not a pile of plastic bricks, is the most powerful brand in 2015, according to the Brand Finance’s ranking. Great story, by the way.
Simon Sinek said it loud and clear: “People don’t buy what you do, they buy why you do it.”