People buy from brands that will help them transform. Be it getting more fit, healthier, smarter, courageous, you name it. In some way shape or form, they are looking to become a better version of themselves.
While features and improvements to your products/services are needed for validation, they pale in comparison to the adventure set before your customers.
Focus on the adventure and be a brand that can take customers to new heights.
I had a call with a prospective client yesterday looking to get some collateral made for their company. During our call it became clear that there were going to be multiple people making the decisions and signing off on creative.
It's not like it was just two people either, hell it wasn't even four. On this project, there would be eight people that would have to look at this an approve it. Eight!
That's a lot of cooks. Respectfully, I said that it doesn't work out well to design by committee and that it didn't sound like it would be a good fit. They agreed and we got off the call.
Here is why design by committee is a bad idea: vanilla ice cream.
Allow me to explain, there are hundreds of unique ice cream flavors. From cookies and cream, mint and chip, rainbow sherbet, Ben and Jerry's Dairy-Free Peanut Butter Cookie Dough (my personal favorite), or even ice cream with candied grasshoppers. These flavors are memorable, whether you like them or not, because they have elements of distinction.
Now imagine you have eight different people in a room and you try and get them to agree on one flavor. Fat chance.
You will end up with choosing vanilla because it's good enough to do the job and it won't upset anyone. But it's not going to turn heads like the others. What's more is that if one person decided on getting a unique ice cream flavor, like cookies and cream, I doubt anyone would be morbidly detested by the choice. It's ice cream for Pete's sake.
Same thing with design. As long as you follow the basic principles, it's difficult to arrive at a detestable solution. It's well designed, that's what matters.
The alternative is this: understand that you aren't building something for yourself, you are building something for someone else. Be it investors, customers, whomever it is, build for them.
Next, establish one decision maker. Someone who can be trusted to make a good decision and let them do their job.
Do not design by committee.
Startups dilute their branding potential when they set their eyes on big brands like Apple or Nike. Not saying those brands aren't respectable, they are for many reasons, but they are not startups. They can't afford to be something unique because the reputation at stake is too high. In short, they cannot afford to turn people off.
But you, the scrappy startup, can.
You can nurture your brand to be bold, daring, and different from what is expected and it will give you the edge you are looking for. In fact, it would be a good bet to double-down on the elements of your startup's personality to make sure you are recognized as something different.
Now, I want to be clear, I'm not asking you to go Miley Cyrus and do weird shit for shock value (please don't twerk on Robert Thicke). But you can absolutely veer away from the staid and trite phraseology, colors, and rigid nature you see from your competitors. You can turn on a dime and move fast without getting approval from 30 people. You can do something truly impactful for you and your audience. All the while saying, "you don't have to like what we're doing, because it's probably not for you."
The win of being small is that you can do the things big brands cannot. Small wins.