Who do you want to help? | Software Branding

Positioning your software to be impactful.

January 12, 2021

Softwares can help a lot of people in many different ways. Which is another way of saying, there is an infinite number of replacements for your product. Venmo does the same thing as Paypal, Mailchimp does the same thing as SendGrid, Freshbooks does the same thing as Quickbooks, and Notion does the same thing as Asana.

How do you stand out? You decide to help someone specific.

If your software can help anyone, then you have your pick of the litter and can make the decision to build something special for someone.

"But won't I get bored or lose the opportunity to expand?"

Doubtful. There is so much hidden need for specific user groups that the list of new features and ideas to make your ideal user's life easier are endless. Plus, you can always expand once you've exhausted your initial market or duplicate your tech for another market with slight modification.

Doing so makes you irreplaceable, makes it easy to market and sell, and makes it easy to build an awesome brand. Why? Because you are able to focus rather than constantly chasing shiny objects.

It takes courage, but if you can answer the question, "who do you want to help?" Building your brand will get immensely easier.

More you say?

But is it worth it? | Software Branding

A case for branding's impact on software.

1.18.2020

I just wanna build a good product.

You should. And you should also build something of legacy.

How?

Help your ideal users connect with you emotionally. Give them pieces of delight with every interaction of your app. Make it easy for them to remember you and recognize you. Encourage them to trust the new things you release into the world.

In short, build a brand.

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One-Liner | Software Branding

If you cannot describe the impact of your software in one-line, try this formula.

1.18.2020

P + S = R

The (P) problem when combined with a this (S) solution drives these (R) results.

Plain and simple.

Some examples:

Your passwords suck and expose you to risk. Dashlane's simple application makes bulletproof passwords and keeps your data secure.

Coding emails is draining and boring. Mailchimp's drag and drop email creator allows you to easily create email campaigns that customers love.

Handing your website designs to a developer ruins them. Webflow's no-code website builder allows you to create pixel-perfect websites that let your creativity shine.

Can you write a one-liner?

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