Creating an exceptional brand requires that we change our orientation. Our default can no longer be what the brand can do for us. We must make the shift to first thinking about what the brand can do for those we hope to serve. That is more difficult than it may sound. After all, we have a self-preservation instinct that pushes us toward thinking about ourselves. But if we can practice reorienting our thinking, we can begin to create something extraordinary.

Here are three of the most-read posts from Q1 2023 that give helpful guidance for developing this game-changing mindset.

• Why every brand should clarify the benefit of its benefit - get to your benefit of the benefit and your brand will move from their heads to their hearts.

• What is your brand really all about? - It is the answer that too few brands take the time to understand. But it is one of the most desirable things to their prospects.

• What is the magic of your brand? - There is something about our brands that can have a big impact on those we hope to serve. If we identify that special something, we can create an irresistibility that is priceless.