Branding With Love

by Patrick Liew on August 27, 2018

Branding With Love

I’m sure you’ve hard of the saying by Albert Einstein, “Insanity: Doing the same thing over and over again and expecting different results.”

In other words, if you keep traveling on the same branding journey, you will reach the same destination.

To reach a different destination, you need to change your journey.

My branding journey changed when I made some paradigm shifts.

First, I realised that branding is not about being known and recognized. (Recognised for what?) It’s about your customers’ perception of you and your company.

It’s not about what they buy from you but the experience they enjoy with you and your products and services.

Secondly, it’s not just about your external customers but also your internal customers.

These are individuals who work in your office and as a part of the value chain.

They are not just Human Resources, but humans in the first place.

Are you mindful of every individual stakeholder’s unique story, including his/her talents, fears, dreams, and aspirations?

More importantly, what are you doing to help them find meaning, excitement, and fulfillment in life.

Thirdly, branding is all about love.

Do you love people and use things, or love things and use people?

You can have the best branding audit, structure, systems, and processes.

However, if your targeted audience do not perceive that you have their best interests at heart, your branding is not going to take you far and it will not last long. Period.

The questions that you need to pose to your soul today are:

Do you love your colleagues? Your customers? Your products and services? Your future?

If you do, you will find the right journey to take you to branding promiseland.

If you don’t, beware the demands and pressures from the increasingly educated, sophisticated, and demanding marketplace.


I hope this message will find a place in your heart.

By the way, I have also recorded other reflections.

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