‘Obsessed’ by Emily Hayward

The core message of this book:

“YOUR BRAND IS THE ENGINE OF YOUR BUSINESS”

Here are some more nuggets:

• startups should brand early, not often.
• balance newness and surprise with deep, emotional connection.
• what problem is your business solving for people?
• affordability and convenience aren’t inspiring or unique.
• a name that says exactly what you do, stops the conversation.
• the ultimate goal is how your brand makes people feel.
• focus on your audience’s identity, not your own.
• successful new brands simplify and reduce choice.
• people fall in love with brands that are real and relatable.
• let go of control and encourage surprise.
• obsessing over consistency results in boring predictability.
• meet your customers where they are.
• a successful brand is baked into your DNA from the outset.
• embrace tension, challenge expectations, throw in surprises.
• consumer need and brand idea are two sides of the same coin.
• focus on thoughtful design and clear, compelling messaging.
• like brand purpose, ‘community’ stems from your brand’s ethos.
• focus on the idea, not the product.
• what’s the deeper problem you’re solving for people?

Recommended reading for business owners and brand enthusiasts.