What connects CEOs, employees, partners, and even customers? A seemingly simple, but profound truth: We are all human. In the vast and diverse universe of business, this fundamental fact unites us. And as humans, we're not exactly prone to falling in love with faceless corporations. Our hearts resonate with people and the values they embody.

That's why, in the branding realm, it's crucial to let your values and beliefs take center stage. You've probably spent a great deal of time defining your company's core values. Don’t let them gather digital dust in an internal document. Instead, take them out for a spin and make them the cornerstone of your communication strategies.

Our affection for brands often stems from shared values and beliefs. And the best brands are not shy about making this personal connection clear. Let's look at some of the branding superstars who've used the power of 'I' and 'We' to form a deeper bond with their audience:

1. McDonald’s: I’m loving it
2. Reebok: I am what I am
3. L'Oréal: Because I'm Worth It
4. FedEx: We live to deliver
5. IBM: I think, therefore IBM
6. Avis: We try harder
7. Obama: Yes we can

See how they make their branding feel personal? By using 'I' and 'We', these brands instantly feel less like monolithic organisations and more like trusted friends. They're inviting us into their world, and we gladly accept because we identify with their message. It's a far cry from the impersonal, third-person corporate-speak that can put a distance between a brand and its audience.

So, let's get personal! What’s the core value or belief that you want the world to associate with your brand? Remember, your branding isn't just about what you do—it's about who you are and why you do it. We'd love to help you explore this, develop your brand story, and ultimately, connect more deeply with your customers.

Drop us a line and let's connect. We'd love to learn more about what drives you.

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