"Friendship is born at that moment when one person says to another: 'What! You too? I thought I was the only one!'"
When diving into knowing your user base, you will hopefully find common interest. In the things you both do, the things you listen to, who you respect, etc.
I would urge you to dive deeper. What do you both feel? What do you both wish was right in the world? What do you both believe?
If you can find this and communicate it you don't have to win people over, you end up rallying teammates to help you accomplish a goal. You are aligned.
A brand built on mutual values is set to flourish.
Positioning is the spot your startup fills within the head of your customer. It matters because most people already have a go-to brand for most products and services they need. For example, Apple is positioned as the leader for personal technology, for most, non-technical people. Unless you are a developer in which case, you probably prefer PCs and Android phones. They claim different positions for different people and it gives them authority as a an option for people to buy.
Here is where startups go haywire with their positioning,: they play the wrong game. Specifically, this one: they try to look, feel, and act like a large company and go head-to-head with the ones already out there. This trickles into their branding efforts, making them appear sterile, stoic, and dehumanized. Why? Because they see large companies they are trying to compete with do the same thing. Here's the secret: large companies have to act that way so they don't get sued for upsetting people with their character.
As a result, customers long for something more personable (someone to claim a different position). This is something your startup could offer them if you weren't playing the "we're a big company too," game. You will lose every time. But if you gave a minimal amount of effort into giving your startup a personality and stopped trying to look, act, and feel exactly like the companies you are looking to dethrone, you'd win more often.
Play the right game.
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.