We can either tell our customers what our values are, by thoughtfully choosing them and naming them. Telling them what the result of our work is and why they want that. It’s the sell of something tengible and understandable.
Another way of branding is tapping into an image of something that already exists by our audience. Possibly even a dream. We identify with that image. And then we show our brand.
Brand marketing is not magic, neither is it a matter of just selling our product.