I was chatting with my friend Brian yesterday about his startup. He asked, "what did you think of our branding?"
I asked, "it depends, who are you trying to talk to and what do you want them to feel?"
He wasn't sure. It sounded like there were multiple target markets he was trying to reach with his product and he wasn't sure how he could build a brand that would reach all of them.
Here's the thing:
You cannot build a brand for everyone. In fact, it's smart to build a brand for one person. Since the brand is an emotion, an already vaporous concept, you make it far less tangible with the more people you try to affect. The best brands are constructed for one person. This allows you to focus entirely on making something that somebody will love. Fortunately, there is always spill-over and, because humans are so complex, chances are that we all have a piece of that one persona within us. You have to accept the fact that your brand cannot win over everyone. Even Nike and apple have their haters.
Marketing your brand, however, can be done to multiple people. I gave Brian the analogy of seasoned salt. Seasoned salt is like the brand, it's essence, flavor, and makes whatever meat it's combined with taste like seasoned salt. You can put it on fish, chicken, steak, pork, whatever, it's hasn't changed. Same thing with applying your brand to your marketing efforts. You might have a very specific message or offering for different target markets, but you make sure it's still contains the essence of the brand.
In short, you build the brand for one person, but you can market it to many.
The downside to being an advocate of change is that it is hard to see past the muck blocking you from the finish line. What's more, is that the muck might not even be your doing, it's just there.
Most would see the obstacles that lie before them as excuses to turn back and give up. But that is not the rebel way.
Rebels cannot let go of their vision, it is as much a part of them as their skin, hands, and feet.
No one said doing things differently would be easy, or that everything and everyone would be in your favor. Quite the opposite actually.
It may not be your fault where you are at and no one blames you for the external things that have blocked your path. But it is your responsibility to make the next steps. Will they be forward or backward?
I just wanna build a good product.
You should. And you should also build something of legacy.
Help your ideal users connect with you emotionally. Give them pieces of delight with every interaction of your app. Make it easy for them to remember you and recognize you. Encourage them to trust the new things you release into the world.
In short, build a brand.