They believe what they tell themselves about you. If you claim to be the most innovative or the highest quality, nobody is going to believe your superlatives.
We all learned to identify advertising and to doubt its messages. What we do not doubt is our own judgment about you.
This belief forms in a few seconds and is based on every little hint and cue we can gather at that moment.
Branding is the art of shaping these hints with intention, unifying them into a cohesive identity that aligns with what you want to say.
