Blind Spots & Soft Spots in Brand-Building

Episode notes

There are things people expect when they start working with Brand Shepherd. They expect to dig into brand identity. They expect to talk about what makes them different. They expect to come out the other side with clearer messaging and a stronger sense of who they are and who they’re for. What they don’t expect is to be surprised. But they almost always do. And the surprises almost always come in one of two forms: blind spots and soft spots. These are two of the most consistently delightful and occasionally uncomfortable aspects of working with a branding partner. And they’re worth talking about honestly. What We Actually Do at Brand Shepherd Before getting into the blind spots and soft spots, a quick frame of reference. Brand Shepherd believes that a brand is made of three things: presence, people, and purpose. Or as we’ve developed it through our proprietary trademarked framework: Vibe, Tribe, and Why. That process captures, clarifies, and documents everything essential about a brand, and then packages it into what we call a Brand Experience Guide. That guide doesn’t just sit on a shelf. It’s used across the entire organization, from the C-suite on down.

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