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.
Good creative is hard to come by. There are a lot of designers out there, but few of them can focus their talents toward other people's goals. More importantly, if they are given a set of to-do's, their talent dries up from micromanagement. The solution? A compass.
Yes, by golly, a compass. A special compass. One that you and your designer come up with together. A north star guiding the decisions made and inspiring your designer to keep moving.
What goes into a compass? Context, expected outcomes, boundaries, and aspiration. A good designer will take these and run. Wanna get good work? Make a design compass.
It's easy to notice when you've cut yourself in the kitchen or by scratching against something you didn't intend to. You know it happened because blood starting to pour out from the place of the interaction. It's easy.
What happens when you start bleeding and you don't know why? Or when there is another form of pain in your body that isn't normal and unprecedented? You have a couple options: you could self-diagnose and hope your assumptions turn out ok, or you could go to the doctor and get a professional consultation. Surface-level problems are easy, deep problems are harder to spot and infinitely more costly.
Branding problems are rarely surface level, like a scratch or cut from a chef's knife. Branding problems are ethereal and hard to decipher, even harder to connect to the surface-level symptoms they produce. In the same way a doctor, who has run into medical problems for years and is trained to ask targeted questions, branding experts use experience and training to unearth the real problem.
Now I can hear you saying, "I know a good logo when I see one," congratulations. You still aren't sure why yours sucks and how to fix it. Shit, if asked, it's unlikely that you can even define branding in a succinct, easy-to-understand way. It takes courage to admit that. The same courage that admits you aren't a sushi chef, auto mechanic, or plumber, it's just not something you've taken the time to gain expertise in.
Back to our initial analogy, "I'm bleeding." Don't be surprised if the branding issue is deeper than what's on the surface. Cuts go deep, sometimes you can't even see them, thoughnthey are tearing your insides apart. Be it in the form of harsh rejections from investors, feeling like your company is without purpose, or doubting the integrity of this company that you have spent days, even years trying to grow. Bravely look inward and tend to your wounds, and if you're having trouble finding the cause, ask for help.