The Steak-umm Twitter Guy
Adweek Top 100 Creative
Who are you? Who are your consumers? What’s your history? Your product? Your values? Your distinction? Identity is the bedrock of any brand. It’s marketing 101, baby. Netflix. Apple. Nike. The most iconic brands know who they are. They know their workers and customers alike. They own a unique aesthetic and sell more than just a good or service—they sell a lifestyle to aspire toward. Capturing that essence is rare for a range of reasons. A common one is that many companies have a disjointed idea of who they are. The CEO might see the brand differently from the sales team, who may see it differently from customer service. The identity has to be unified from within through policies, practices, and messaging—it’s who a company hires, how they treat their workers, what their offices look like, and how they give back. Brands often hire consultants or agencies to help guide this process that culminates in a unified front.
