LEVERAGING THE FUTURE VALUE OF YOUR BRAND
There are countless ways to leverage the future value of your brand—as many ways as there are leaders. Just remember, above all, it has to be authentic to you. An authentic brand is essential. Authenticity builds trust. People know when your brand is real. You don’t have to be perfect. Real isn’t perfect. Real is real. Your brand is most powerful when you communicate what is true about you.
A trusted authentic brand has sticking power—or what is called “brand loyalty.” Loyalty exists when people understand your brand, and trust it. In the world of products and services, loyalty is the commitment to repurchase or keep using the brand. When it comes to leaders, it’s commitment to stay with the leader through ...
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