When training for an athletic event, we subject ourselves to pain in hopes of getting better. We strain our muscles to the point that cells begin to breakdown. Another way of thinking about this, is that a they die. However a new, stronger cell or group of cells takes its place.
Without the initial expiration of the first cell, the new ones can't exist.
The same goes for your brand. If you are going to change the way people feel about you, or at the very least continue to build and improve upon it, you must say goodbye to the parts that have grown weary.
Some examples of what this would look like:
Cutting services or offerings that don't align with your positioning.
Changing your name to better reflect your brand's character.
Refining the culture of your company to foster the brand.
Creating a unique identity that is totally different from the previous one.
Letting go of toxic people who don't align with your values.
Having the courage to throw it all away in the hopes of creating something greater.
This will be simple.
If you want people to love your brand, don't give a half-assed effort into the design of it.
If you don't care, carry on as you have been.
A minor effort into a major problem is a recipe for disappointment.
Your brand needs to be cherished by someone. That person is your super fan, someone who will love your brand, buy anything you create, and share it with the world. They are a tribal advocate for your company. Here is how you can make sure you are creating something this person will appreciate:
This is the easiest part. List some key elements of this person to get a starting point for who they are. This will include:
2. External Desires
What are they coming to you for? This could include:
3. Internal Desires
WHY are these things important and what are they looking to accomplish.
Is there a grander battle that you are both fighting?
What is at stake if these desires are not met? Some examples:
6. Lifestyle elements
Make sure your brand aligns with this person's lifestyle. List out some key things we all use/partake in:
What and who inspires this person to get out of bed in the morning?
8. Define patterns
Look at everything you've written down. Do you notice a pattern in purchase behavior? Is this person looking for a deal or do they spend on value? Do they care about aesthetics? Are they conservative or edgy?
Are there patterns in the things that inspire them (boisterous attitudes vs strong silent leadership)? How about the topics being discussed, can you relate and speak on these as well?
The point here is to immerse yourself in this person's world and see how you can add to it. More importantly, to see how you can add to it and be easily accepted into their lifestyle, rather than forcing a lifestyle upon them. If that is what you find yourself doing, you need to either reposition your brand for a new audience or mold it to your current super fan.
Your brand needs to walk alongside them, hip-to-hip.