If you're having rouble figuring out what your brand means to someone, try answering this question from a customers perspective:
"Three years from now, they are sitting down enjoying coffee, really happy with the progress they've got from doing business with you. What has made them so happy?"
If you can answer this, or get answers to this question, you will have a leg up on any alternative in your path.
I was the best man in my cousin's wedding yesterday. I'd spent weeks trying to write a speech for this occasion, but found myself tearing up when I would start writing introductions. The memories I share with my cousin are that powerful.
Needless to say, the attendees of the wedding felt something when I was speaking with plenty of "awws," laughs, and, of course, tears responding to the speech.
Whatever the audience was feeling, the strange thing was that I felt it too. I was reminded of this quote from Robert Frost, "no tears in the writer, no tears in the reader."
Here's the thing:
When coming up with the personality of your brand, its values, mission, and purpose, YOU need to feel something. If you don't, how do you expect anyone else to?
No heart in the founder, no heart in the buyer.
In a cluttered market where people buy on emotion, it's the safest bet you have against becoming a commodity.
If you show up to a gun range with no target, you have zero chance of hitting something worthwhile.
Conversely, even if you can't hit the bullseye every time, a target makes the process exceedingly more enjoyable. You can track progress, you can try new methods, and you will hit a bullseye at some point.
If you try to build a brand without first defining it, you have zero chance of making something worthwhile.
Conversely, even if you can't be on brand every time, defining it makes the process exceedingly more enjoyable. You can track progress, you can try new methods, and you will be on brand at some point.
Point being, have an aim.