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The branding industry is built on a lie.
Not an outright, malicious deception but a feel-good fantasy designed to make companies feel like they’re accomplishing something when, in reality, they’re spinning their wheels.
Most branding advice today boils down to vague platitudes: “Tell your story.” “Define your values.” “Be authentic.” These sound profound, but they’re practically useless without specifics. Worse, they give businesses a false sense of progress when what they really need is a strategy rooted in reality.
If your brand strategy isn’t moving the needle — if it’s not increasing trust, boosting conversions or differentiating you in a way that
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