I want you to imagine a drum kit. Now imagine someone sits on a stool behind it and persistently pounds the snare, the toms, and cymbals violently, repeatedly, and without rest. The resulting bash of noise is nothing you would expect from a top performer or something you'd want to hear on a record. It sucks.
Now think about someone else who tactfully and precisely plays each piece of the kit with rhythm and technique. They create a series of harmonious tones that entice your ears. They don't hit every piece at the exact same time, they let them breathe and give each its due space in the spotlight. They rest between notes.
Same principle applies to design. If you try to play all the pieces of your kit (a call to action, a tagline, your logo, information, graphs, charts, etc) at once, you will create noise.
Rest between notes.
I love backpacking. Nothing makes me feel more alive or at peace than sitting on top of a mountain with no one around me for miles. Backpacking requires a substantial amount of gear for surviving out where there are no grocery stores or hospitals nearby. It's safe to say that the needs of a backpacker are vast. Backpackers need food, they need water, and they need shelter. Those are basics. If you don't have those, you're screwed.
So why did I bring a tactical axe with me on my last trip and why did my friend Joey bring a huge buck knife? Sure, we could use them to cut fishing line, chop up firewood, and my axe even doubled as a hammer, but the truth is, we really didn't need either of those things. We wanted them to feel manly and adventurous. Our wants justified the need of bringing along these items for the tasks they could accomplish.
We conjured logical needs to suit an emotional desire.
You could argue that this doesn't apply to everything, but I'd beg to differ. Even the essential needs we had like food, water, and shelter were all emotional decisions. If we were logical, we probably wouldn't have even gone backpacking because we would have saved money and subjected ourselves to less risk. But we decided to forego those essentials in the search of greater adventure. That's why we bought a $110 water filter and why I bought a bunch of compact, lightweight food for a premium price. Essential needs, but definitely an emotional decision.
The needs were simple, food, water, shelter, but the want was freedom, adventure, and camaraderie.
Ask yourself, what is the want behind the need people are looking to our startup to fulfill? Build your brand around it.
Trust is built by showing up consistently. It's why we remember our friends who we see regularly, but forget the person we sat next to on the bus.
Software companies operate under the same parameters.
Every single interaction with your software company, from the ad the user sees on Facebook, to the website they land on, to the experience of signing up, to the onboarding experience, all the way to the follow-up afterward is part of building that trust.
If these experiences are misaligned or disjointed, you lose cohesion. You lose trust.
Getting these experiences to line up uniformly and in a way that delights your user is called branding.