Order

Why consistency is the most important design piece.

June 15, 2020

Imagine an apartment. You see a living room with white walls, a tan couch, matching coffee table, and coherent artwork on the wall.

Now imagine another apartment. You see blue walls, a dark green couch, white coffee table, a poster of Sammy Davis, Jr. in black and white as well as a printed canvas of a beach scene.

Which of those mental pictures feels the most mature? How about most competent? Trustworthy?

Why? Because one of them looks intentional and provides a consistent feeling while the other is haphazard and mixed.

Treat your brand like the former.

More you say?

What do they want?

Answering your customer's call to adventure.

7.16.2020

People buy from brands that will help them transform. Be it getting more fit, healthier, smarter, courageous, you name it. In some way shape or form, they are looking to become a better version of themselves.

While features and improvements to your products/services are needed for validation, they pale in comparison to the adventure set before your customers.

Focus on the adventure and be a brand that can take customers to new heights.

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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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