Headwaters

Addressing symptoms of bad brand strategy.

May 11, 2020

My workout wasn't that great this morning. I'm having a hard time writing this. It was difficult to read this morning. I kinda feel lethargic.

I could examine each of these issues and think of a solution to each one, but it would just be addressing the symptoms.

You see, the issue was that I got sub par sleep last night. While I could have some caffeine, get shot of taurine, or do anything that would give me more energy, it wouldn't be a long-term strategy. Fixing the root of the problem, my lack of sleep, is what will makes these symptoms less prevalent.

Branding works the same way. If your marketing efforts, design systems, naming conventions, and other efforts seem off, you might have to backtrack a bit. Most likely, whatever is wrong is a symptom of something deeper.

You can spend all the time you want cleaning up the garbage downstream, but you'd save a bunch of time if you cleaned up the filth at the headwaters.

More you say?

Move Over Yoda

You are not your brand's core focus.

6.30.2020

The brand is not what you say it is, it's what they say it is. Thank you Marty Neumeier.

Brands exists in the hearts and minds of customers. If you want your startup to be impactful and leave a legacy, you must accept the fact that you are not the focus.

Can you imagine in Star Wars was all about Yoda? We'd be bored stiff. Yoda already has the answers, there's no story there. No change to watch unfold. Luke Skywalker? That guy has a lot of stuff to work out. That's your customer. Focus on them.

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Target

You might not know everything about your brand, but that's ok.

5.8.2020

If you show up to a gun range with no target, you have zero chance of hitting something worthwhile.

Conversely, even if you can't hit the bullseye every time, a target makes the process exceedingly more enjoyable. You can track progress, you can try new methods, and you will  hit a bullseye at some point.

If you try to build a brand without first defining it, you have zero chance of making something worthwhile.

Conversely, even if you can't be on brand every time, defining it makes the process exceedingly more enjoyable. You can track progress, you can try new methods, and you will be on brand at some point.

Point being, have an aim.

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