When building an online persona and brand usually we start with the most basic aspects including over arching brand, logo, colors, core messages etc. All of these are foundational to success. We develop our plan, develop our platform, create and launch our brand presence, integrate social with our business goals and start the social media engagement. However, after a few months goes by we realize nobody is buying from us. Nobody is opting in to our email lists. What has happened? Why don’t they want to further engage with our brand? Do they not trust us? Do they not think that we could bring them value?