Iceberg

The core elements to building a solid brand identity.

January 16, 2020

A brand identity is the elements that make up a brand's manifestation in the tangible world; things we can see, touch, smell, taste, and hear. It's commonly limited to a logo, and while a logo is an essential piece, it's the tip of the iceberg. What lies beneath the surface is what gives it the ability to rise above the surface.

Defining the brand
The entire purpose of brand identity is to have tangible manifestations of the gut feeling you intend people to have about your business. So, you must first define it. This is done through a brand discovery. If done right, these collaborative sessions between a branding expert and client unearth the business' values, story, voice and tone, purpose, and how they are different from their competitors.

Auditing the brand
Upon defining the brand, the branding expert and client will go through the current branding efforts of the business and check for alignment. This involves everything from marketing collateral, stationery, social media posts, email newsletters, the name of the company, even the services and pricing are on the table. The key is that regardless of the touchpoint, all elements must point to the defined brand. Anything misaligned is put up for redesign.

Brand Identity Design
This is where the foundation of the brand's look is laid. It involves the creation of a name (if needed), a logo, color palette, typography, photo styling, illustration and pattern examples, and iconography.

Brand Expansion
With the core elements of the brand identity laid out, marketing collateral, a website, and other touchpoints can be created without looking scattered.

Here's where this goes wrong: when you try to build the top of the iceberg without giving it the support it needs.

More you say?

Is Your Product Sick? | Software Branding

I had some bad shrimp and thought of a branding analogy.

1.8.2020

My roommate made some shrimp last night and offered me some. After my first bite I could tell this wasn't gonna be something that made my stomach feel good, so I scrapped the rest. Waking up this morning, it was even clearer that something wasn't right. I didn't feel like eating anything else, as if my body was illuminating a "no vacancy" sign over my stomach.

So, I listened. My body was feeling sick and needed to (putting it euphorically) expel or fix everything that was making it feel bad. If I'd tried cramming more food in my belly to ease the gurgles, it wouldn't have ended well and I'd have a bigger mess to clean up.

It leads to the question, are you treating your product the same way?

Are you forcing more features to make up for those that are making your product sick?

Are you trying to gain more users when the ones you have aren't close to satisfied?

Are you trying to expand your brand without first solidifying it?

Take time and make your product healthy before you starting filling it with more.

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Auditing Your Startup's Brand

Assessing the causes for a low brand score.

5.1.2020

Yesterday, I wrote about measuring a brand's effectiveness and actually assigning a value to it. It followed a scoresheet with specific levels of customer appreciation for the brand. This article is going to address some of the tangible assets that lead to getting those number higher.

Level 1: Satisfied

The company/product has met my expectations.
People don't want to buy shit products, at least not more than once. Even the least affluent customer isn't stupid enough to buy something that continually breaks simply because it's affordable. At the most core level of your brand, you must be able to live up to your promises and deliver. Be it a product, service, experience, whatever. If you don't have this in order, fix it first.

The company charges a fair price for the product.
Aligning with the fulfillment of your promise is the value it is worth. This in part has to do with who you are trying to make something for. If said target wants to pay a premium for a premium product, you better give it to them. If they want to spend middle tier, you need to let them. "Fair," is relative and is determined based on the person you are making something for.

$100k is a fair price for a brand new Tesla if experience, ease-of-use, and being on the forefront of innovation are what matter to someone. $100k for a Honda Civic is not.

Things that can help affect this level:

  • Improving products or creating new ones
  • Customer avatars
  • Journey mapping

Level 2: Delighted

I've been pleasantly surprised by the company/product.
This is a build up of small things that were pleasant surprises. Things like a special email follow-up after purchase, nice packaging, good design, or something as simple as saying, "my pleasure" (thank you Chick-Fil-A). It's hard to pin-point exactly what these elements would be, but I'd offer this general statement: if a customer comes into contact with it, can you make it special and unique to your company?

I would happily recommend it to others.
I'd ask this: do you make it easy and worthwhile to get referrals? If not, how could you make it a win-win-win for you, the new customer, and the one who referred you?

Things that can help affect this level:

  • Touchpoint audit
  • Brand identity refresh
  • Improved messaging
  • Referral program/process

Level 3: Engaged

I identify well with the other customers of this company/product.
We do business with companies and people that have the same values as us. That being said, you have to offer something that isn't found in other players in your market. You have to ask yourself "who would choose you over your competitors and why would they do it?" It can be for subjective reasons too, not just pricing or features. Some people just want things to match up with their lifestyle. Someone who values sophistication, aesthetic, and craftsmanship is not going to shop at Walmart.

I would go out of my way for the company and its customers.
Something to keep in mind with this statement, in order to go out of your way, there have to be other options available. This is about differentiation and why someone would seek you out, even it if wasn't the most convenient.

Things that can help affect this level:

  • Brand positioning
  • Competitive audits
  • Voice and tone
  • Look and feel
  • Establishing brand values

Level 4: Empowered

The company/product is essential to my life.
Here is where you assess the value and permanence of your product. You own a couple items, I'm sure, that fit this category. Your phone, favorite pair of jeans, necessary software, or a favorite restaurant. Not only is the product so good, but the entire experience is enough to make you a repeat buyer.

I would be very sorry if it went out of business.
Are you irreplaceable or not? Have you impacted a core area of your customer's life?

Things that can help affect this level:

  • User experience design
  • Product line expansion
  • Knowing your customer's biggest challenges

What are you going to work on first?

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