It's been a couple days since the riots in Minnesota erupted over the wrongful death of George Floyd at the hands of police. It's all that's been talked about on the one social platform I use, LinkedIn.
Something that has been said repeatedly is this: if you don't say anything, you're siding with the racist status quo. But it seems to mean "if you don't say anything on social media then you are siding with the racist status quo."
I have said things. I have spoken to people. I do have strong feelings about the wrongful death of George Floyd. I do have strong feelings about protesting. I do have strong feelings about seeing other people get hurt from rioting/looting. I do have ideas on how to move forward.
But sharing them on social media is not going to help me make a change. Limiting the extent of my involvement to posting a picture of a black square, sharing a hashtag, or espousing my non-expert opinions about sociology, law enforcement, and politics as an irrefutable truth would be haphazard, noisy, and unhelpful. In fact, I can't think of a more blatant abuse of privilege.
What am I going to do? Be someone who listens. Have meaningful, real discussions with real people. And, of course, do my job educating people, ALL PEOPLE, on how to better brand their business. That's what I'm good at. That's the truth I can tell.
If you want to join me in having a real discussion use this link. It'd be great to talk with you.
A brand identity is the elements that make up a brand's manifestation in the tangible world; things we can see, touch, smell, taste, and hear. It's commonly limited to a logo, and while a logo is an essential piece, it's the tip of the iceberg. What lies beneath the surface is what gives it the ability to rise above the surface.
Defining the brand
The entire purpose of brand identity is to have tangible manifestations of the gut feeling you intend people to have about your business. So, you must first define it. This is done through a brand discovery. If done right, these collaborative sessions between a branding expert and client unearth the business' values, story, voice and tone, purpose, and how they are different from their competitors.
Auditing the brand
Upon defining the brand, the branding expert and client will go through the current branding efforts of the business and check for alignment. This involves everything from marketing collateral, stationery, social media posts, email newsletters, the name of the company, even the services and pricing are on the table. The key is that regardless of the touchpoint, all elements must point to the defined brand. Anything misaligned is put up for redesign.
Brand Identity Design
This is where the foundation of the brand's look is laid. It involves the creation of a name (if needed), a logo, color palette, typography, photo styling, illustration and pattern examples, and iconography.
With the core elements of the brand identity laid out, marketing collateral, a website, and other touchpoints can be created without looking scattered.
Here's where this goes wrong: when you try to build the top of the iceberg without giving it the support it needs.
This is the third 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 and second article before jumping into this one.
You know what the alternatives are, you know the special things that your startup unique, now you need to establish what makes that valuable.
It's tricky to get lost in the weeds here and even harder to stay objective.Typically, startups say things like "great user experience," or "great customer service," but that's trite and, quite frankly, to be expected. If you don't have those components, your business is gonna fail anyway.
Value goes deeper and it's objective. For example, building a repository of customer feedback and concrete examples of your secret sauce in action. Personally, this is seen in my business through my reviews and the consistent compliments I get on organization. Organization is the secret sauce (or one of them, I hope) and the value is that it saves time and keeps projects moving smoothly.
As this pertains to branding, it's a difficult to see what the emotional component is to quantitative value. However, it is clear that in gathering the quantitive data on your startup, you will see how you make people feel. If you're doing your job right, what you want people to feel and what they actually feel is aligned. That's a mark of good branding.