Effective branding creates a psychological connection between a “thing” and the people who'll willingly pay money for that “thing.” In my own branding, I've always done what came naturally. I didn't start out by thinking about rules or processes. Over time, though, I realized that much of what I was doing could be put into a formula — the "three P's" — to teach others my branding processes. My formula for branding is PASSION + PERSONALITY = PERSUASION, where the final goal is to persuade people to give us money to help them.Originally published February 1, 2016
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