I hate social media. Specifically, I hate Instagram and Facebook. Granted, they are well-designed apps and I steal from their UX principles all the time, but the impact they've had as far as startups are concerned is mind boggling. Why? Because the metrics they provide for most are rooted in vanity and nothing else.
For example, I know plenty of people with over 30k followers, yet none of them make a good amount of money from those numbers.
On the other hand, I know several people who aren't on social media that are millionaires.
The point? Unless there is a clear, actionable metric that you can use to influence business results, don't focus on it. Otherwise it is vanity by numbers, nothing more.
There is one constant in business: change, Changes in economic models, changes in market needs, changes in internal structure, changes in the medium, all of it shifts. With this in mind, how do you prepare your brand identity to deal with the changes to come?
Marty Neumeier described branding as changing shirts to suit the mood. For example, my go-to uniform is a black t-shirt, jeans, and sneakers. But, I wouldn't wear that to workout or to a wedding. While working out, I'll wear black and grey athletic shorts and a black dri-fit. Wedding? Black blazer, white shirt, black slacks. Swimming? Birdwell trunks with a California Flag patch.
Here's the thing, while the actual elements vary, they appear uniform. The same feeling of simplicity and timelessness is what I am going for and it seeps into each circumstance.
So long as the brand is defined and your personality is detailed, you can adapt the physical appearance of your brand to suit the medium. Will it be different per circumstance? Yes. A video campaign is gonna be handled differently than a poster. Same thing with a website compared to business cards. But as long as they are aligned toward your brand, you are doing things right.
Remember, the brand is a gut-feeling. As long as you use your brand identity to reinforce that feeling, you are on the right track. It's like using multiple modes of transportation to get somewhere. So long as the experience feels the same and they are headed for the same destination, you are winning.
It's common practice for business owners to take great pride in their craft and their industry. I know this all too well, as I love being a designer and creating things. But, it's not the most important part of my business. Far from it actually. If it was, I'd be out of a job as websites like Fiverr and Upwork can beat me on price, they will give more options, and they are accessible 24/7.
Thankfully, people buy on emotion. Buying is a method of joining a tribe, what you buy says something about who you are. Think about it. If I buy a Tesla, it says something different about me than if I bought a Ford Mustang. It's a car, they have the same function, but there is a different sense of meaning established by joining either of those tribes.
All this to say, when people buy from your company, what are they saying about themselves? A couple things:
They believe what you believe and they are cool being associated with you. More succinctly, they are buying YOU. Not what you do, not because you're cheap, not because you're stronger, faster, better, they are buying from you because they connect with YOU emotionally.
That is what matters the most. You. Everything about you. All of your quirks, your experiences, your dreams, your vision, all of those things that construct you are what they buy.
Who you are matters most. You do the world a disservice in trying to be something you're not.