After defining the demographics of your ideal user, you can dive deeper into what exactly they are coming to your company for.
Where to start? Think of it like a story. Chances are, there is some catalyzing event that has made them seek a solution. For example, they need to be more productive, they are tired of resetting their password, they have acne, they want to be healthier, etc. In short, what is the fire under their ass?
Secondly, you pair that fire with an extinguisher. Namely, this would be in the form of your product, a specific feature you have, or a service you provide.
This is the first step to tangibly expressing your brand through what you offer. Furthermore, in a way that is relevant to your target user.
You cannot expect things to change without making a change yourself. Einstein said that doing the same thing over and over again, but expecting different results is the definition of insanity.
Why the title "Cambio Falso?" I've been watching Narcos, so Spanish is on my mind. It translates to "false change." Meaning, a benign attempt that yields little progression, a band-aid to cure cancer.
The point? Dive deep. Look the ugly of your company in the face and decide to make a freaking change, a real change. One that makes you feel uncomfortable. If you fail, you're no better off than where you are now.
I'm a huge fan of Buck Mason shirts. Pima cotton, well-cut, breathable, and classic. Que bella.
Something that dawned on me though was this question: why do I admire this brand so much and why do I go out of my way to buy almost exclusively from them.
Back up to my college years. The hipster movement of adorning button-up shirts, chukka boots, and thrifting your way to style was in full swing. I recall spending hours searching through thrift stores to find trendy looking shirts that would match my barrage of beaded bracelets and my patina ring made out of a quarter. But, I didn't believe all that stuff was really cool. In truth, I found myself hating how much time I spent shopping for all that trendy shit and how complicated the process was. Turns out, I believed more in simplicity.
Flash forward to today. I keep a Buck Mason tag in my bible as a bookmark. What's the first line on it? "We make fashion less complicated."
Boom. Instant brand alignment.
Here's the thing: the reason I buy exclusively from Buck Mason is because of this shared value. If you want to build a rebellious brand, you must find that overlapping belief residing within both of you.