BRAVE BRANDING MANIFESTO
1. A BRAVE BRAND IS FEMININE
A Brave Brand connects, it communicates, it wraps both arms lovingly around clients, customers and the owner of the Brand. It nurtures an audience into falling in love with the brand owner and serves the audience that wants to be served.
It is reliable and unconditional. It will never manipulate or share bullshit in order to impress anyone. It consciously refrains from the fear-of-missing-out or any other form of fear mongering.
The Brave Brand owner can be male, female and anything in between.
2. A BRAVE BRAND IS UNAPOLOGETICALLY AUTHENTIC
A Brave Brand is real. It doesn't hide behind perfection. It dares to show up in the midst of turmoil. It is an authentic expression of the brand owner. Right Now!
It's vulnerable, open and honest by nature and real about so-called flaws (you do know flaws don't exist, right?).
Instead of feeling bad about about weight, age, race, sexual orientation, education, whether or not hair is perfect (you know that imperfections are hugely attractive, right?) it celebrates its owner and anything that she identifies with.
3. A BRAVE BRAND IS ROOTED IN SELF-LOVE
A Brave Brand is the result of the self-love and acceptance of its owner. We can't expect clients to love us (and our business) if we don't love and accept ourselves. Fully, completely and radically.
4. A BRAVE BRAND IS BOLD
A Brave Brand is badass. Not because it screams louder than other brands. But because it creates space for the brand owner to show up. With mascara on her cheeks, after a failed launch (you know that failure doesn't exist, right? It's just a stepping stone to something new) when growth happens and when there's more money coming in than ever before.
5. A BRAVE BRAND IS SMART
A Brave Brand knows exactly who it's communicating with. It knows who its soul clients are and only talks to those who understand the language of the brand. It knows better than to please everyone.
It dares to consciously differentiate itself from peers, without making itself small or insignificant.
6. A BRAVE BRAND IS EFFECTIVE
A Brave Brand is a very accomplished marketeer. It practically does the selling for the brand owner. It cleverly combines love, communication, clear direction and uniqueness into its lighthouse and sends that highly distinctive light into the world.
7. A BRAVE BRAND IS NOT FOR EVERYONE
A Brave Brand wants to be owned by entrepreneurs who are willing to do the work. Ambitious, action - taking entrepreneurs who are wonderfully weird: fiercely bright, happily sensitive and/or gloriously multi-passionate. Entrepreneurs who dare to fail, to stumble, to succeed, to love, to be magnificently wealthy, to try-out - without knowing for sure if it will actually work -.
They desire to bring forth deep transformation. They create real impact and they will change the world.
Esther de Charon de Saint Germain, April 2019