Much like Thor's hammer, your software is a tool used to control something more potent. No, it's not thunder, it's culture.
Good software changes culture.
Facebook changed culture and made people more connected. Google changed culture and gave access to information from around the world instantaneously. Netflix changed culture when they decided movies could be enjoyed from home without cluttering your cabinets. Spotify changed culture by making it easy for people to discover music.
The point: look beyond the deliverable. What are you trying to change about our culture?
When training for an athletic event, we subject ourselves to pain in hopes of getting better. We strain our muscles to the point that cells begin to breakdown. Another way of thinking about this, is that a they die. However a new, stronger cell or group of cells takes its place.
Without the initial expiration of the first cell, the new ones can't exist.
The same goes for your brand. If you are going to change the way people feel about you, or at the very least continue to build and improve upon it, you must say goodbye to the parts that have grown weary.
Some examples of what this would look like:
Cutting services or offerings that don't align with your positioning.
Changing your name to better reflect your brand's character.
Refining the culture of your company to foster the brand.
Creating a unique identity that is totally different from the previous one.
Letting go of toxic people who don't align with your values.
Having the courage to throw it all away in the hopes of creating something greater.
Things are going to change for this series.
For the longest time, I've been writing about branding, but it's hard to distill such a big concept into something tangible and practical. In light of this, I'm going to channel my thoughts on branding and design through a specific market: software and digital products.
Why? Because they fascinate me and there are so many amazing examples of software companies that have leveraged design with authentic precision (Dashlane, Uber, Mailchimp, Notion, etc.). It is also evident that we are entering a new era where creating software is becoming less exclusive, but good branding and design services aren't poised to service company's smaller than $1M MRR.
This is going to become a place where SaaS Founders and Digital Pioneers can come for inspiration and guidance on design. More importantly, where they can learn how to leverage it as a tool to delight their users and build a badass brand.
Here's to a fearless, focused, and forthright 2021. 🤘 😎