Faithfully Theirs | Dec 07, 2009

What Are Your Marketable Truths?

If a brand is the soul of a business, then a brand should be more than just salient points and elegant visuals. It must be a living, breathing, recognizable entity that inspires trust and builds relationships by defining and sticking to its most marketable truths.

Case in point: Everybody’s into Apple right now. Without hopping all the way into the cart, I will single out a great example of a brand that captured its audience by refusing to alter its truth.

Back in the 90s, Apple wasn’t very popular. Rather, it was perceived as an obscure niche of computers geared only for “creative” and “educational” types.

But rather than change or apologize, Apple aimed itself at the “creative” and “educational” type in everyone. In time, this incited those who wanted to see themselves as smart, creative and capable of using tools that empowered their passions. They embraced the brand and became almost religious in their fervor.

And as we know, Apple flooded the mainstream, where it remains buoyant today.

Like Apple, to achieve success, business stakeholders must know and be faithful to whom they really are (and aren’t) and whom they truly want as customers.

At TripleSpoke, we apply brand intelligence and design expertise to clarify and demonstrate clients’ marketable truths so their customers can identify and believe them distinctly.

We’ve also begun refining our company vocabulary to emphasize our own marketable truths, a phrase you’ll now see attached to us often.

What are yours? Let’s connect sometime soon—we’d surely love to hear or help you find out!