Move Over Yoda

You are not your brand's core focus.

June 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.

More you say?

Demographics in Branding

Creating the foundation for a focused brand.

11.2.2020

Demographics are the first piece discussed in understanding who your target audience is. Mainly because they don't require as much critical thinking and are evident without much additional thought/analysis. Here is a list of the attributes that one would include in the demographics of their target audience:

  • Sex
  • Age
  • Geography
  • Marital Status
  • Education
  • Employment/Occupation

What purpose do these pieces of information help us solve in creating a brand? Well, the answer is quite simple: you are going to talk to people differently and through different mediums based on these answers. More importantly, knowing the demographics of this ideal superfan enables you to focus on who will be using your products/services.

Target One:

  • Sex: Female
  • Age: 34
  • Geography: Wichita, Kansas
  • Marital Status: Married with two kids
  • Education: Bachelor's in English Literature
  • Employment: Columnist for a local magazine / $80,000 per year

Target Two:

  • Sex: Female
  • Age: 23
  • Geography: Santa Monica, California
  • Marital Status: Single
  • Education: Bachelor's in Nursing
  • Employment: RN for local hospital / $66,000 per year

Even with these descriptions alone, it is clear that the lifestyles and day-to-day happenings in these persons' lives are going to be different. They will have different preferences, lifestyles, beliefs, cares, aspirations, etc. We start with these demographics because it allows us to put up the blinders to other groups that are not as important to the brand being created.

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Keep Playing

The absolute worst thing you can do amidst COVID-19 is quit.

3.16.2020

I'll keep this short.

Things are weird right now, but you have two options:

Keep playing or quit.

You might fail if you keep playing, but I guarantee you will fail if you quit.

Get in the game.

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