Recognition and sympathy, that’s what your brand should evoke. To reach
your target audience and to stand out from the hundreds of messages they see every day, connection is the key to success.

Yet there are still many brands that “call for attention”. To really connect
with people, more is needed than just sending information. 

This phase is all about finding the right balance. On the one hand there is
the guest with its needs and on the other hand you have your organization with its own character. A good brand connects both worlds. 

By presenting your brand as a role model, you create real brand ambassadors. A brand ambassador is loyal to your brand, unlike a consumer who hops from brand to brand. And only feels connected when the brand is popular. People become fans of a brand when the brand fulfills their deepest desire.