We tell ourselves a comforting story in marketing: if we make people love our brand, everything else will follow. They’ll choose us, pay more, stay loyal, and tell their friends.

It sounds right. It feels right. It also happens to be wrong. Very wrong!

Trust is a strange thing. The moment someone says, “Trust me,” we instinctively hesitate, don't we? Not because we’re suspicious by nature, but because trust doesn’t like to be summoned. The harder we push it, the more likely it is to retreat.

A brand is as successful as its ability to trigger a ‘feeling’ on its customer’s heart. A brand, which is associated with a unique concept is more likely to be remembered, loved, and purchased. This is possible with the right brand strategy, good design and consistent marketing.