The Anatomy of Trust
Ultimately, what a comprehensive branding strategy does is create trust with a prospective client and then maintain it over the long haul once they become a client. Sharpie has accomplished that very well. For a prospective client, your branding strategy activates their critical thinking and ignites their emotions. They see that you could address an unmet need that has developed - or it creates contrast relative to an existing service provider they have grown tired of, and any others they are meeting with to kick their tires…
