You know the problem that users are coming to in hopes of solving (I want to be healthier, I am sick of resetting my password, I have acne, etc), but that is the tip of the iceberg. Diving into the internal desires or concerns a user has surrounding solutions to their problem is core to developing your brand.
For example, in the instance of being healthier, a user might look for a fitness program online. What they are thinking while looking for it is "I want to be healthier, but I don't want to be known as a douchey gym rat. The intensity of most fitness programs makes me feel anxious."
Boom. Now you know that you can position this brand to be something more approachable and less "shredded" if you catch my drift.
What are some other things users might think of when considering a solution to a problem?
Password Management Software: It is daunting to put so much trusted information with one company, it needs to be legit. This let's you know that your brand has to err on the side of professional/trustworthy when marketing the product. You have to, at the very least, appear secure.
Skincare Programs: I'm concerned about the chemicals used on my body, the more natural this is, the more I'd be comfortable using it. This could be accomplished through visuals and language detailing the natural ingredients of a skincare product.
Investment Apps: I'm not even sure where to begin in creating a portfolio, it would be great to be educated from someone approachable. Through voice and tone and branded imagery, some awesome videos giving a walkthrough of how to use the product could be used in a campaign to get more users.
It's not just about the product, but about the user's feelings surrounding the decision to purchase it.
I was sitting at Barrel Republic with my friends, Allyson, her husband, Brandon, and her sister, Jessica, and her husband, Joey (that's Allyson and Brandon, Jessica and Joey for you comma haters).
I don't drink, but beer branding has always fascinated me. Mostly because it's incredibly well done and shows the magnitude branding has on a product with thousands of companies to choose from. I was curious, though, if this group had any favorites.
Allyson is a fan of Coronado Brewing Company. Brandon chooses Ballast Point. For Jessica, Modern Times. And lastly, Joey went with Stone.
There are a couple things to keep in mind here. Some overarching themes in the brands they chose are as follows: local, independently rooted, craft beer from their hometown of San Diego. Seems to be the baseline.
A deeper dive: each person's personality is reflected in the brand of beer they chose.
Allyson loves to be at the beach and spending time with good people. When she's having a beer, her goal is to simply relax and enjoy herself.
Brandon also loves the beach, but he's also a craftsman and skilled woodworker. He loves to build things and has immense attention to detail. It's no wonder he opted to go with a beer brand "dedicated to the craft." When he has a beer, he wants to relax, but he's still looking for that craftsmanship.
Jessica is a neo-hippy with a passion for eccentricity and flair (funky, one-a-kind clothes and such). What better brewery for Jessica than one with a post-it mural of Michael Jackson in it's tasting room?
Joey is rugged and straightforward. Need I say more? He aligns with the gritty independent nature of Stone's ethos and can respect their rebellious attitude.
Here's the thing:
The beer itself is relatively similar. The flavors these companies provide could be swapped and no one would really know the difference. However, the personalities and attitudes of these breweries resonate with specific people.
Each of my friends made their choice for a reason: that beer brand was intentionally made for someone like them.
The influx of social media has created a vortex of lies. Lies about how many followers you have, lies about how well your life is going, lies about the good a company does for the world, lies about how cool you are. But rebels are not like that. Rebels are honest.
What does that mean? Honesty is telling the truth regardless of how it makes you look.
This means putting aside vanity metrics in exchange for something deeper and more meaningful. It means being real when you mess up. It means giving accurate descriptions of what you could do for someone, instead of boosting your capabilities. It's having the courage to stand before the facts available and admit that things could improve. The beauty of that is that you can genuinely move forward rather than living a lie that everything is perfect.
Rebels are honest.