Resurrection

If you're going to make a better brand, you must say goodbye to a piece of yourself.

January 27, 2020

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.

More you say?

If Design Matters, Do it Right

A fatal flaw in the entreprenuerial mindset that needs to be addressed.

4.8.2020

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.

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Hip-to-Hip

How to position your brand for your customers.

10.29.2020

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:

1. Demographics

This is the easiest part. List some key elements of this person to get a starting point for who they are. This will include:

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

2. External Desires

What are they coming to you for? This could include:

  • A product or service
  • Education
  • Expertise

3. Internal Desires

WHY are these things important and what are they looking to accomplish.

  • A product or service -> to do what?
  • Education -> to do what?
  • Expertise -> to do what?

4. Alliance

Is there a grander battle that you are both fighting?

  • (Blank) should not be this way
  • Social, political concern
  • Global problem
  • Philosophical battle (fighting against data selling, fight for free speech, etc)

5. Stakes

What is at stake if these desires are not met? Some examples:

  • Lack of confidence
  • Loss of time
  • Missed opportunity
  • Weakness

6. Lifestyle elements

Make sure your brand aligns with this person's lifestyle. List out some key things we all use/partake in:

  • How/Where/What does this person eat?
  • What clothes do they wear?
  • Hobbies/Fun activities
  • Toys and gadgets they use every day

7. Muses

What and who inspires this person to get out of bed in the morning?

  • Favorite music artists
  • Inspirational figures (politicians, authors, speakers, etc)
  • Books and podcasts
  • Beliefs and causes (criminal justice reform, environmental advocacy, childhood obesity, etc)

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.

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