A week ago, I had spoken with a digital marketer who expressed concerns in working with a designer on websites. Main reason being that he had seen projects go awry because most designers don't care about the canonical structure of link building or using a website as a sales/marketing engine, they just want it to look pretty. When I probed for specific examples of problems designers had caused for him, he put up a wall and said, "you just need an SEO partner."
That didn't help me at all. It would be like me telling someone their branding sucked, not telling them why, and saying they need to work with me.
Still, it sounded like I needed a second opinion on my site structures and how using SEO could make these designs better. I reached out to my network and was referred to a guy named Tyler from Socratik, by a larger branding agency.
Oh man, it was like night and day. In an hour Tyler gave me a rundown of best SEO practices, showed me tools to use, and clued me in to some of his personal tips for building out content on websites. He lifted the curtain and showed me what went on behind the scenes. Needless to say, he earned a substantial amount of my trust and I will send anybody I meet that needs SEO services his way.
Now, what about rebellion? Tyler is a rebel. Here's why: I have not met an SEO strategist who was willing to sit down and talk shop like this, ever. Since rebellion is contextual, Tyler sticks out because he did something genuinely different than the rest of his peers. That is what makes him rebellious.
I normally work from home and, for the most part, it's pretty easy for me to get into a groove. But there are some days, especially during the COVID-19 quarantining, that make it difficult.
Specifically because the elements of my routine are barred. New floors are being installed in my house so there are quite a few construction workers here playing music, hammering in pieces of flooring, and moving around. My desk is in pieces and all of the furniture is scattered. Even the garage where I normally do workouts in the morning is unavailable.
In short, I'm in a massive deviation from my routine and it is taking a toll on my effectiveness. But, there is a silver lining in that it has never been more obvious the kind of routine I need to function at my peak.
What does this have to do with branding? Well, you can understand what you want for your brand by understanding what you don't want. By cross-examining your competitors, other brands, or even something as granular as aesthetic, sometimes the fastest way to understand what you want to become is to discover the opposite.
This is the third article in a small series of punches surrounding April Dunford's Obviously Awesome! and how good positioning relates to good branding. Please read the first article and second article before jumping into this one.
You know what the alternatives are, you know the special things that your startup unique, now you need to establish what makes that valuable.
It's tricky to get lost in the weeds here and even harder to stay objective.Typically, startups say things like "great user experience," or "great customer service," but that's trite and, quite frankly, to be expected. If you don't have those components, your business is gonna fail anyway.
Value goes deeper and it's objective. For example, building a repository of customer feedback and concrete examples of your secret sauce in action. Personally, this is seen in my business through my reviews and the consistent compliments I get on organization. Organization is the secret sauce (or one of them, I hope) and the value is that it saves time and keeps projects moving smoothly.
As this pertains to branding, it's a difficult to see what the emotional component is to quantitative value. However, it is clear that in gathering the quantitive data on your startup, you will see how you make people feel. If you're doing your job right, what you want people to feel and what they actually feel is aligned. That's a mark of good branding.