In order to create an awesome brand, you have to build something for somebody. More specifically, you have to help this person solve a specific problem. Where software runs in to trouble is when they try to build everything into their first version.
For example, Mailchimp started out as email building software. That's it. They killed it and were then able to expand into new offerings that helped their users solve more problems like direct mail and marketing.
If they'd tried including all of those offerings from the onset, users would have been confused, it would have been extremely difficult to position the brand, and it would have been way harder to get up and running. It's like trying to jump to the top of the staircase when there are ten steps in between. It's a recipe for chipping your teeth and getting your ass kicked by an inanimate object.
The point? Avoid the everything trap.
Everyone -> someone.
Everything -> something.
You can always expand your services, but you never get to make another first impression.
Branding and marketing appear inextricable. At least that's what thousands of handshakes and responses to "I build rebellious brands," has let me know. So let's set the record straight.
Branding expert Marty Neumeier phrases it, "marketing is any effort to get customers, branding is any effort to keep them." Or, branding is the emotional glue that makes someone prefer your business after you've shown that you can meet their needs.
It's kinda like this, any guy can draw the attention of a woman by showing that he is, in fact, a man (assuming she's looking for one). However, it's not the size of his muscles, the amount of money in his wallet, or the car he drives that creates a lasting impression. It's his character and the fact that his character doesn't waver. He markets his features, but wins the heart by triggering emotions. Without them, he's a commodity.
Here is when marketing and branding enter into conflict:
When marketing efforts get pushy/spammy without emotionally priming the customer.
Good marketing doesn't feel like marketing. An example of this is when you get an email from a company you love and happily open it. Without a doubt, the opposite happens too. you know, those emails you get that let you know this company is looking to get into your wallet. At that point, it's clear that the brand has been tarnished. Good luck getting your reputation back.
When the brand is not placed in front of the right people.
It's no surprise that the creative side has trouble putting things out there. The most well-thought-out and cohesive brand is worth nothing if no one sees it. Good marketing puts the brand out in the open to the right people, at the right time, and with the right message. Remember, good marketing doesn't feel like marketing.
You need both and they need to work together.
As the glue-sticks, scissors, and magazine cut-outs were thrown about, my friend Hayley called my name.
"Zach, I found your word."
She held up a magazine page to show me the word REBEL in all caps and in black and white nonetheless.
Now, here is what's flattering: that is my word, and I've been using it since I started working for myself in late 2017. It's a small thing, but that fact that I did not have to claim that as my word and instead had someone else claim it for me means that I've become synonymous with it.
Why does this matter?
Building a brand is about making people feel a certain way about your business. If you're lucky, you can get the same emotional response from different people that interact with your company. So when someone says the exact word I want them to feel about me, it shows that I'm on the right track.
If I had tried owning all the words, there's no way Hayley would've made that comment yesterday. But because I've invested and gone all in on the word REBEL, she made the connection instantly.
Find your word.