The Startup San Diego team and I launched the new San Diego Startup Week website yesterday. We thought we'd covered everything. We had tested user flows, we'd checked all of our links, but we could not have anticipated one thing: how much engagement we got.
For an hour we had unresponsive voting features because our automation service was at max capacity (and we'd already beefed it up).
However, this paled in comparison to the fact that we had record breaking numbers of users, ticket sales, etc. Small bump int he grander narrative.
The point is this:
you can plan for everything in the world for your brand, a new website, etc. but you will not burst into flames from having small bumps in the road.
Last year, I was talking to a man at a networking event. He asked what I did for work and I told him, "I work with rebels. Rebels are the startups challenging the status quo. I help them gain more confidence through branding and design."
He paused. "Ok, how would you help me?"
I told him that a brand is a person's gut feeling or perception of a business. The art of branding is using the business's personality, image, and beliefs to foster that gut feeling. This creates trust and an emotional attachment between the customer and the business.
He told me he had named his company Best ______. He said that his industry wasn't exciting, his business couldn't have a personality and that the only actionable "branding" route for him to take was calling himself "the best." His next sentence was what shocked me the most though:
"If I was to build a brand, I'd have to lie."
"You'd have to lie?" I questioned.
He believed that creating a brand would mean that he'd have to create a false personality for his company. I kept talking with him, asked him what he liked to do in his spare time, and what he valued.
Turns out, he builds full-scale medieval catapults in his spare time. He loved comedy. Diving deeper, his greatest desire was that his team would show up to after-work team-building events.
I looked at his logo, the name of his company, their colors, and the way they presented themselves online. Nothing about those elements aligned with who this man is. The brand was stoic, staid, and lacked any character.
What he had built was a brand that others would expect of him. He was putting on his business face, trying with everything that he could to be something he isn't.
If that's not a lie, I don't know what is.
Branding is not covering up who you are in the hopes of appealing to somebody. It's the direct opposite, it's showcasing who you really are and going all-in on it. That is what creates an emotional connection with someone else.
I woke up feeling like crap today.
Figures, a lot of my friends had gotten sick so it was a matter of time before it came my way.
I still feel like crap so I'll keep this one short:
It's better to dedicate one whole day to getting healthy than to draw out a cold over the course of a couple days. And so, I'm taking a sick day.
Check back in tomorrow for a real MF Punch.