You will not always hit the mark. This happened today with my morning routine. Didn't feel too well, slept in. Phone starts blowing up with messages from family, friends, and clients. Not my ideal start to the morning.
Now, I can dwell on that mishap, which was my fault, or accept that I missed. Missing is part of the game. What I will not accept is missing tomorrow as well.
Be it a morning routine, a sport, or even building up your brand, promise yourself "never miss twice."
This is the fifth article 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, second article, third article, and fourth article before jumping into this one.
You know what the alternatives are, you know the special things that make your startup unique, you've established what makes that valuable, and you know who finds it the most valuable. Now, what frame of reference can you give to customers that will help them understand who you are?
This is accomplished through establishing a market category. For example, an automobile is a specific market, motorcycles are another. If you say your startup is going to be an automobile, it is assumed that it will be some kind of four-wheeled transportation. If a motorcycle, it is assumed it will be two-wheeled.
Same thing applies to software. If you are building out a creative software, it's assumed it will be capable of creating artwork digitally. Or if you were creating a video conferencing platform, it'd be assumed you could do something like connect with others via teleconference.
Why does this matter? Because it's important to make sure you don't allow for false assumptions. A famous mash of market category explanation is "it's like Uber, but for (blank)." What does that mean? It means that whatever you're building is going to have something to do with transportation, the shared economic model, and probably be app based, right?
When you repeat those assumptions to startup founders, you frequently get a response similar to, "well, kinda."
Ouch. Bad move. Now you've got a bigger problem. Now you have to combat assumptions and pay close attention to fix them.
At its core, market categories and choosing to associate your company with one is done to make your marketing easier. This happens because, when done right, those assumptions allow you to cut straight to the differentiating pieces of your startup rather than trying to explain what it is.
What does this have to do with branding?
I'd guess the biggest impact this has on branding is the ability to see what assumptions are already in place about the emotional value of the category. The companies in each market category have stigmas, jargon, and they tend to adopt similar brand personalities. You have the opportunity to break those assumptions and create a unique personality.
One company that comes to mind is Liquid Death, who blew past expectation when they took a death-metal inspired, brewery-like approach to selling water. They entered a crowded market with few companies straying from a fresh, clean, and renewing vibe. We know what it is, water, and because of the market category we are able to ascertain what separates it from the rest of the herd.
Of all the things wrong in this world, telling a lie is my least favorite. Mainly for this reason: it prevents anything from improving.
If you tell a lie about a situation, you are intentionally shoving any prospect of fixing it out the door. In the startup world, this comes in many forms, "we're gonna have a billion dollar valuation," "our financials are steady," and my least favorite "we're the best."
Look, don't get me wrong, I think you should strive for a billion dollar valuation, you should strive for steady financials, and you should put your best efforts forward, but don't let these aspirations replace the truth. Like the fact that your startup is maybe worth $20,000 as it stands. Or that your financials are super shaky and your revenue streams are scattered. Lastly, don't confuse your best efforts with being the best solution available.
Why? Because if you let these lies replace the truth, you will certainly overlook what is stopping them from becoming true.
Without a doubt there are aspects of your startup that are amazing, and that you are brave enough to go out there and make something happen. But you will never get better if you cannot look your shortcomings in the face and accept that things could be better.