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.
If you show up to a gun range with no target, you have zero chance of hitting something worthwhile.
Conversely, even if you can't hit the bullseye every time, a target makes the process exceedingly more enjoyable. You can track progress, you can try new methods, and you will hit a bullseye at some point.
If you try to build a brand without first defining it, you have zero chance of making something worthwhile.
Conversely, even if you can't be on brand every time, defining it makes the process exceedingly more enjoyable. You can track progress, you can try new methods, and you will be on brand at some point.
Point being, have an aim.
Your customers are the hero and they aren't looking for you to join them in the winner's circle, they are looking for someone to help them find the path there. Someone who has been in the winner's circle before, but is not seeking to stand within it this time around. A guide who can confidently help them get on track and succeed.
What qualities would make for someone to fit this role?
Two things: competence and empathy.
Competence, meaning the ability to go forth and complete a goal thoroughly, honestly, and ethically. Why? Because no one is going to want a guide with zero experience or one who cheats. They want someone who has been there already and succeeded honorably.
Empathy, because having been there already, the guide will know how difficult the challenges ahead are and knows what it feels like to be in their shoes.
Want to build an irreplaceable brand? Become a guide for your hero – err customer.