Something you did, something you said, or something you responded to genuinely connected with them. You touched on an important value, and that laid the foundation for trust—the basis of any solid relationship.

I’m also sure of what you didn’t do. Which was rambling off a list of traits about yourself, or why you’re such a great person. Yet some people do that. Ever notice how you tend to avoid them?

Brands are exactly the same. Take milk for example.

In the ‘90s, the dairy industry had a sales problem. To market their main product, they focused on why their product was good for people. You know, calcium for bones, helps us grow, being the big boss of the dairy food group, etc. But nothing happened. Sales stayed stagnant for years.

Then they launched the famous “Got Milk” campaign and sales exploded. Why? Because suddenly, milk had a brand identity.