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Too many people in this world think that branding begins with choosing a
brand name and ends with hiring a designer on Fiverr to pop out a generic
logo with a couple of your favorite colors on it.
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…And I was once the same. I’ll admit it. I used to think building a brand
was a task strictly left for graphic designers…
Branding takes place at every touch point and every time a customer
interacts or even thinks about your brand…
Credit: http://www.studio-18.co.uk/brand-values
That’s right, after all the hard work you put into building out your
perception of your brand, it’s the customer that chooses what that brand
means to them, and not your business.
Too many companies think they get to choose their brand… You only get to
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“Consistency. And you don’t just build things because they make you
happy, you take an action, get feedback and data to see how the customer
responds, and adjust your brand accordingly.”
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“The back of our firm’s business cards are stamped with a slogan that
reads: ‘There’s one thing every brand should know. Itself.’
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Transcripts:
“Brand Identity means a lot of things to a lot of people. I think at the end
of the day in the startup world, it’s what is the baseline that we will be
known for?
So confusing brand identity with our logo, our color scheme, and those
sorts of things, actually gets in the way of discovering new value in the
relationship with your customer.
What does that look like? That forms the basis of that identity.
And all the artifacts that you create: logos, colors, websites, are a
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While these are just their logos (and again that’s only a small piece of the
brand), you can see that, over time, every good brand evolves.
You don’t just create a branding strategy and then you’ve got a brand…
It’s a daily process of bringing multiple aspects of your voice and your
business together, and then adjusting them to what the customer expects
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from you.
So while these questions will get you one step closer to building your brand
identity, they will not truly build your brand for you, that requires
execution over the next few months and years.
Think of these questions as a great foundation for building your brand over
the next few months…
But it’s worth noting that a brand’s essence really doesn’t coalesce without
a great business, standing behind a great product, supporting their
customers viewpoint of themselves.
Our brand vision can be broken down into these key components:
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Credit: http://brandnewpurpose.com/
Without a purpose, it’s really hard to unite people around your cause, or
your brand. Think about the very root problem that you are solving and try
to describe that with as few buzzwords as possible.
Notice it has very little to do with coffee, but actually to do with “The
Starbucks Experience” (which is also a book worth reading if you’re a big
brand marketer or marketeer).
Starbucks purposefully (that’s a play on the topic, get it?) does not say
“coffee” in their statement of brand purpose. Even though we know
Starbucks as the coffee place, they want to leave the door open for any
beverage at all.
And that was a wise choice, as Starbucks has played around with
expanding into wine and craft beer.
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This is the core benefit of using your product(s). I’ll give you a hint, it’s not,
“Saving you time and money,” and it’s not, “connecting you with the people
you love.” It’s more along the lines of “We won’t rest until we end all
suffering from X by providing our customers with Y.”
Think about Kodak for a second. This is a company that created the first
digital camera…
But ultimately filed for bankruptcy after continuously missing the change
to digital.
Because they thought they were in the business of making cameras and
film, but they really should have been in the business of capturing
and sharing moments.
It all comes back to the value that they decided to provide their customer.
They provided people with cameras and film so that they could take
pictures. But people don’t want pictures. People want memories!!!
Do you see the key difference in positioning your core value here? Make
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sure you are providing your customers with the core benefit, not the core
feature – the camera in this case.
Mantra
Your mantra is a short 3-5 word phrase or motto that you live your
business, and hopefully life, by.
Why should anyone think you’re the best social media agency? Or the best
pizza shop in the neighborhood? Or whatever?
You obviously need to back up your claims with some level of credibility.
This is probably one of the key reasons why most startups fail.
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What happens is two people come up with an idea about solving a problem.
Their developers, or maybe hobbyists or enthusiasts in the subject matter…
They never talk to any customers, get any feedback or reach out to any
experts in their new field…
Months later their product is ready to launch, they open the doors AND…
Crickets.
No one shows.
They never stopped to ask the question, “Are we the right people to be
building this?” or “Are we credible enough to make this company work?”
When you ask that question, and you find the answer is, “No,” you realize
you need to shift focus to building credibility.
This could be through hiring a subject matter expert, partnering with the
right company, or in Canva’s case, recruiting brand evangelist Guy
Kawasaki.
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In any case, if you’re not credible, that’s OK. Accept it. Work to become
credible and people will eventually start to recognize your expertise. It
doesn’t happen overnight, so get started today!
How did you as a company come to be, and what makes you so passionate
about solving this problem?
The term “storytelling” has been buzzing across the content marketing
world for a while now, but this isn’t just about making up a good story, it’s
about getting people to relate and stand behind your ideals as a company.
Getting them to understand why you gave up your everything to start this
business. Sometimes, such as the case with Tom’s Shoes – the company
that donates a pair of shoes to a needy child every time you buy a pair of
shoes from their store – the story is the brand.
Brand Essence
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“There’s no company out there like us…” That’s what they all say.
These “unique core values” that so many companies profess have become a
standard for tech startups. Which is good! This means we can all stop
repeating the obvious and find truly fantastic ways to differentiate
ourselves.
As someone that has edited 100+ guest blog posts, I can tell you that most
marketers are not showing, they are just telling… telling and selling. And
that is really annoying… annoying and lame.
Think of what truly unique values you have and build those into your daily
routine as a company.
This relates back to the brand archetype we talked about in a previous post:
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Are you going to cuss? Or maybe you want to use a ton of corporate jargon
for some reason…
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And your voice can be slightly different based on the medium you are
interacting on.
For us, we take a slightly more educational approach to the blog, and stay
extremely playful on Twitter, even when pitching potential investors (hit
play for LOLz):
Where do you want them to go for “the goods?” Your blog? Your Instagram
account? Or maybe the sign outside your storefront…
You need to decide where to concentrate your efforts, because unless you
have an unlimited budget and massive team, you’ve got 2 channels max
(and 1 is advised) to focus in on.
Use this simple Venn diagram to decide what channel works best for you:
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Feel free to draw your own and actually put the channels in the circles to
find your answer.
Using this process, you can see that while you may think Snapchat is the
next coolest tool for marketers, the diagram quickly reminds you that if you
aren’t a Snapchat pro already, you probably shouldn’t make it the main
channel for your business.
This decision could easily change over time. It’s really only a test of a
channel – called a traction test via Traction the book.
Find your sweet spot and run with it until it don’t work no more.
Brand Differentiation
Copying the same strategy as another company is a tactic reserved for the
rare breed of super villains that aren’t creative enough to come up with
their own great ideas.
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Here’s a guy who loves backyard poultry farming, a hobby many people
practice (sadly my condo doesn’t allow chickens).
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Not this one. This site combines the Venn diagram of “partying” and
“nutrition” to give uniquely powerful information to those who like to have
fun, but are still concerned about their health.
Competitive Analysis
A great brand stands out from the competition. Brian Lischer from Ignyte
Brands tells us to “experience the competition” to get a feel for each of the
players in our space from a customer perspective.
What is it that they think they are? What is it that their customers think
they are? What are they missing that you can capitalize on? And so much
more, including visual and language analysis. You could really spend a full
week analyzing your competitors to position your brand ever so perfectly.
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What do you have that the competition does not? How do you position the
brand in such a way that no one can replicate you. This goes back to
understanding the one thing that you are best at, and turning that into a
message.
Brand Audience
We saved the most important section for last. Our overall audience, which
consists of 3 main components: our buyers, our non-buyers, and our
influencers.
Buyer Persona
But in case we haven’t nailed the point home enough for you already, you
absolutely must have a written template of your most ideal customer in
order to succeed in any new or emerging business.
… If I had a nickel for every time someone told me that “everyone” was
their ideal customer… I’d have like 6 nickels…
It’s “most ideal” for a reason. We are looking for the easiest person to
convert, not the hardest.
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We want to focus our marketing efforts in order of: the size of their
problem, their willingness to pay, and our ability (or cost) to get a message
in front of them.
You think that everyone that comes to your site is a buyer, don’t ya?
Well they ain’t! Most of them are there to just steal your thoughts and
move on.
Well… We don’t want to… We’d prefer they be buyers… But we’d prefer
them to be aware of us.
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Think about it like this, if the CMO is your ideal buyer, the social media
manager might be someone in the audience. This makes them both an
audience member and an influencer.
Or, in other situations, such as when I wrote “The Top 10 Digital Marketing
Agencies in San Diego,” one of my key audiences was my competitors.
I linked to them and talked about them, and they wanted to read the
article.
So what did I do? I targeted them with Facebook ads, which eventually got
them to read the article and link back to the article. That got that blog post
to the #1 spot for it’s key term.
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Influencer Persona
This is what Dennis Yu does with the Golden State Warriors Facebook page
(and more from Dennis in AdWeek here).
Why get 1 reader of your blog, when you can get 1 reader that has 10,000
followers. Think viral, not direct acquisition.
How do we get the outcome, and what is the outcome? We need to move
people from before, to after:
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Credit: http://www.digitalmarketer.com/customer-value-optimization/
Credit: http://www.digitalmarketer.com/customer-value-optimization/
This is distinctly different than our unique selling proposition, because it’s
all about why the customer buys. Not why we sell. Sounds similar, but it’s
really quite important to differentiate the two.
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Final Thoughts
If you read this whole post in one sitting, I’d recommend bookmarking
this page and coming back later to follow each section independently.
At the end of the day, it’s the customer who decides who we are…
So ask them what they think. See if you’re doing a good job building your
brand by frequently polling your customers with surveys.
But after you answer the questions above, you will have a solid foundation
to launching a successful brand to back a hopefully successful business.
Good luck!
What do you think? Are you having trouble sorting out your brand? Are
there any questions you would like some help answering? Leave your
thoughts in the comments below.
Further Reading:
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