Building an Authentic Brand That Lasts

The Playbook With David Meltzer

William Shakespeare was a genius in many ways, but there are two ideas of his which are crucial to building any brand. The first, which comes from the play As You Like It, is something that has become even more important over time: “All the world's a stage”.

With the prevalence of platforms like social media, the entire world is truly our stage today, and we must take full advantage of that stage in order to build, grow, and sustain a brand. We can transmit our brand’s frequency anywhere, with countless access points and mediums to connect with others, enabling us to potentially reach billions with our message.

Using what I call the Stage Theory allows us to turn moments into content that elevates our brand and spreads awareness for the value it brings others.

The other piece of the Bard’s advice comes from the character Polonius in Hamlet: “This above all: to thine own self be true...”. Authenticity is a vital component of branding today, because the truth is what vibrates the fastest. Authentic truth is what connects us to others, logically and emotionally. The more truthful and authentic your brand’s message is, as well as the people sharing it, the better it will resonate with others. We don’t just want people to see or hear about the brand, we want them to feel it.

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