One of the ironies of today’s world is that the leaders of the most innovative startups have the least innovative ideas about what it takes to create a brand. The fact is, logos and messages don’t make a brand. At least, they won’t make a brand that will thrive in this, the Age of Meaning. In the Age of Meaning, people (as in your customers, prospects, employees, partners and investors) are all looking for more when they invest time and money. They are seeking to create meaning from what they do, that is to say, they want to engage with products and services that resonate with their personal values and beliefs. They want products and services that help them achieve more, feel better, learn and grow. They need to know that the products and services they use are working on the side of social and environmental good. This requires businesses to innovate the way they reach out to people through their branding activities. To matter to people, it is vital to have a purpose beyond profit, to create a defined emotional aura around your product or service, and to adapt and refine every aspect of your interactions with people so that they see (and feel) that your intent is honorable, your attitude is helpful and your manner is meaningful. Go beyond design and words. Do what it takes to matter to people in the Age of Meaning. And watch your startup thrive. If you like this post, you may also enjoy learning more about the power of emotive branding .
