If Socrates Was a Brand Strategist...

If Socrates was a Brand Strategist, he’d turn even the most inexperienced founder into someone who could think about branding like a seasoned pro—all within a short conversation. Instead of lecturing, he’d ask the right questions, guiding the founder to uncover the truths about branding on their own.

The following dialogue captures a moment between Socrates, the famed Brand Philosopher, and a novice founder, struggling to make sense of it all. Through this exchange, Socrates reveals that true understanding comes not from quick answers, but from thoughtful questions.

Founder: Socrates, I’ve heard so much about branding lately, but I’m still struggling to define what a brand truly is. Some say it’s the logo, others say it’s the story. What is a brand, really?

Socrates: Ah, a fine question. But before we define what a brand is, let me ask you—what do you think it is not?

Founder: Well, I suppose it’s not just a logo. It’s not just a product either. It feels like it’s something bigger, but I can’t quite put my finger on it.

Socrates: You are on the right path. So, if it is not merely the logo or the product, then could it be something more abstract, something that resides within the minds of those who encounter it?

Founder: Yes, I suppose it could be. But how can something so abstract have such a real impact?

Socrates: Do you believe in the power of symbols, my friend?

Founder: Symbols? Like a logo or a tagline?

Socrates: Precisely. But let us go further. Is a symbol simply an image, or does it carry deeper meaning?

Founder: A symbol… represents something. It can evoke emotions, memories, even ideas.

Socrates: And would you say a brand, like a symbol, represents more than just itself? Does it perhaps carry with it the associations, experiences, and values that people project onto it?

Founder: I think I see it now. A brand isn’t just a thing—it’s the meaning people attach to it. It’s the perception in their minds, the way they connect with it.

Socrates: Excellent. So then, is a brand created solely by the business, or is it also shaped by the people who interact with it?

Founder: It must be both. The business creates the identity, but the consumers build their own relationship with it.

Socrates: Indeed. And if a brand is a relationship, how do you think that relationship is maintained and nurtured?

Founder: I suppose it’s through trust, consistency, and authenticity. If a brand breaks that trust, it loses its connection with the audience.

Socrates: Ah, and here we find ourselves at the heart of the matter. A brand, much like a person, must live up to what it claims to be. It must be authentic, must it not?

Founder: Yes, that’s exactly it. A brand has to be the real deal. No tricks, no illusions.

Socrates: Then, tell me, what will you do differently now that you understand this truth?

Founder: I need to focus on building trust, creating genuine connections, and ensuring that my brand delivers on its promises. It’s not just about selling a product—it’s about crafting something people can believe in.

Socrates: And so, you see, branding is not merely about logos or slogans. It’s about creating meaning, shaping perception, and building lasting relationships. But remember, the journey doesn’t end here. This understanding is only the foundation.

Founder: I’m starting to see that now. But what comes next? How do I take these insights and turn them into actionable steps?

Socrates: Ah, an excellent question. You’re ready for the next layer: how to position your brand in the market with precision. In our next conversation, we’ll dive deeper into positioning strategy and the art of creating a brand that resonates on a much deeper level.