Let's set the record straight: brand = gut-feeling. Done. No if's, and's, or but's. The brand is the emotional resonance someone has with an entity. More importantly, the brand manifests itself differently in each person who forms an emotional connection. Your job as the founder of a company or the person responsible for brand management is to ensure that the feelings are not disparate.
Why? Because if an emotional connection is established, a business will recoup more customers, at a greater value, for a longer amount of time. Cult-like brand followers are hard-pressed to leave their brand of choice. Where this becomes an issue is when the mood shifts frequently (i.e. voice and tone misalignment, a rash, "salesy" email, negative customer experiences).
So how do you know if something is off-base for the brand? You define it. Usually in the form of a purpose and brand personality. You see this all the time. McDonald's focuses on happiness, while Jack in the Box focuses on comedy and poking fun at the establishment. It's why McDonald's creates Happy Meals for smiling children while Jack in the Box creates Munchie Meals for stoned college students.
Point is, both of these brands are defined and manifest in visual identity and even in the marketing initiatives they take.
Here are the questions I ask founders to extract a brand:
1. Your company dies twenty years from now, what is on the tombstone?
This practice sets your gaze on the future and how people will remember you and your impact. Pretend you are giving a eulogy for your beloved company.
2. KYC. Know your customer intimately.
Beyond demographics. Walk a day in their shoes. What goals do they have? What keeps them up at night? What is making them seek your help? What's at stake? What do they love? What patterns can you derive from their lifestyle?
What macro movements are having an impact on your industry? Is there one that you can use to propel your positioning?
4. What is missing in your industry?
Take a look at the alternatives your customer has to your company, what is missing? What irritates your customer with these alternatives? How can you be different emotionally? How can you be different tactically and in your offerings?
5. Who are you?
Yes, you, the founder with an amazing story. Whether you believe it or not, your story has an impact on your brand and you need to put it on paper. Where are you from? Where are you now? What does that say about you?
6. What qualifies you?
What puts your company in a position of authority to lead your customer to their goals? What helps you empathize with their current predicament?
7. Brand Attributes
Describe the culture, customers, voice and tone, feeling (post-interaction), and impact of the brand. Simple, one-word answers work best.
8. Establish a brand archetype
I like to use this cheat sheet.
What do you offer?
How has your customer changed after working with you?
Why you do what you do.
These questions go deep. Don't be satisfied with surface-level answers. Dive into them. Think them over. It's ok to take time. Most importantly, be honest and don't be afraid to tell your story, it has more impact than you know. Remember, if you do not establish this foundation, no messaging or visuals will ever feel right.
This is the second 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 before jumping into this one.
Having gone through the process of seeking out the alternatives to your product, you should have a robust understanding of what is already out there within your market category. This is like being at a poker table and seeing each players' cards. You know what you're up against, now it's time to find a way to play.
The second piece in positioning a company is understanding what makes you special. From a product standpoint, this comes in the form of technical features, but it could expand into areas like delivery method (think Dollar Shave Club vs. Gillette), the business model (subscription vs. single purchase), or unique expertise (a developer with marketing skills or focus within a particular vertical).
After choosing the attributes and unique elements about your business, you could also examine the emotional qualities unique to your company. For example, Duluth Trading Co. and Patagonia make almost identical winter gear, but they are completely different emotionally. Duluth downplays any kind of sophistication despite the fact they charge $25 for a pair of Buck Naked Underwear. While Patagonia shifts its emotional value to serving the planet and altruism. Same products, different stories.
What do you care about? What story do you have? What personality can you bring to the table? It might be something you take for granted, but to everyone else, it is special. It's your secret sauce that shouldn't be kept a secret.
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.