You won’t have a meaningful brand until you combine these 3 factors

Brands today have a herculean impact on culture in general. As the variety of faith communities, country clubs and other affiliation systems continues to say no, people are increasingly turning to the brands they know and love to seek out a sense of identity. It doesn’t take a scientist to note the ever-increasing size of logos on the products we buy and happily promote while walking (see dinner-plate-sized logos on the latest Mercedes cars, or Ralph Lauren’s torso-covering patches on polo shirts, or the nauseating Louis Vuitton patterns on every part and anything everyone).

Subconsciously, we have learned to gather brands to piece together the pieces of the identity we attempt for – as if we had a scout sash and each little logo indicated something about our character. “My Apple patch shows I’m creative! My “Yoga with Adriene” patch shows that I love yoga at home! My Slack patch shows that I work for a cool company!”

Consciously or subconsciously, all of us adopt brand values ​​as a part of our own identity. Think of it as a bumper sticker effect. Visually, we tell others a little about ourselves by simply telling them about the brands we buy from. (Most Land Rover owners would never be caught dead driving their shiny Land Rover off-road, but they’d prefer to be connected with the sort of individuals who can spontaneously get muddy.)

This is not a criticism. As humans, we are meaning-making machines, and I suppose we have all agreed along the way that we would as well find deeper meaning in the products we buy. In light of our current cultural moment, here’s a easy method to leverage this as an entrepreneur.

Becoming “self-aware”

If all of us find meaning in the brands we belong to, brands have the opportunity to measurably improve the culture they belong to. This is an opportunity for brands themselves to understand the role they play in the world. To seize this moment and rise to the occasion.

An “awakened brand” is aware of its role in the world – it has a consistent purpose, personality and practices.

Some of the most successful brands in the world have happily accepted this role and are thriving. Patagonia knows that it exists to guard the planet. Tesla means acceleration, literally and figuratively. Airbnb knows that it exists to assist people feel at home, even in recent places. Nike knows its role in culture is to empower. These are brands that have woken as much as their role in culture and have aligned this purpose with their personality and practices.

Intention

Your purpose is the fundamental essence of your organization’s existence. It’s not about what you do (e.g. a SaaS platform for day traders) or how you do it (e.g. powered by artificial intelligence and our mascot is a cross-eyed gorilla with a foul mouth). That’s the reason behind all of it. Get rid of the equipment – why does the world need your brand?

I’m a big fan of Seth Godin’s “minimum viable audience” concept. Entrepreneurs are often too wide-eyed (and delusional) to imagine that their product is for everyone. They forged too wide a net and, as a result, returned home empty-handed – every part for everyone and nothing for anyone. What if you went as small as possible as an alternative?

Smart startups recognize a very specific problem for a very specific group of individuals and position themselves as the only rational solution.

An easy method to phrase your goal is, “Because _________ deserves _________.”

• Because good ideas deserve a great status.
• Because your pets should eat real food.
• Because your house deserves to feel like a shelter.

You can replace “deserves” with “should, could, wants, can, etc.”

• Because you should feel good in your body.
• Because our generation could reverse climate change.
• Because woke up brands can change culture for the higher.

This is the most significant aspect of your brand and mustn’t be rushed. Riff endlessly until you feel it’s as distilled as possible. You’ll know you’re done, not when there’s nothing left so as to add, but when there’s nothing less to remove. We are looking for essences, not flowery words. When you’re done, every part should seem embarrassingly easy. (Our chief strategy officer often reduces the entire brand’s purpose to one word.)

Personality

But then personality comes into play. Personality is a great opportunity for us so as to add one other layer of depth, nuance and atmosphere. We don’t need purpose alone to make all the difference. Our unique brand emerges as a unique combination of purpose, personality and practices.

Think of the most commoditized industry you can imagine, like drinking water. If we reject all claims about water quality and simply assume that water is water, how do we distinguish it? Personality. VOSS is glassy and ultra-premium – definitely for necessary people. Polska Springs is clean, useful and freed from unnecessary frills. Death Water is irreverent and absurd, which appeals to audiences with the same profile. Water is water, but the personality surrounding it changes every part.

Personality is a playground. Give yourself permission to have fun with this. Imagine that a brand consulting firm was founded when a disillusioned pastor fell in love with the church. This is me and my story. And you higher imagine our company’s personality is quirky and fascinating as a result.

• Maybe you are a roofing company, but you work in medieval costumes and call yourself the so-called Shingle Squires — “Noble roof solutions for a modern castle!”
• Perhaps you have created an app that helps mushroom lovers discover varieties of so-called Zoom mushroom — (*3*)
• Maybe you run a travel company that ships your favorite pillows to any vacation destination in an antique crate called Passage of pillows— “Your pillow in paradise!”

There is no right or incorrect personality that will be associated with your goal, but some ideas are more strategic than others. The best advice is to make sure that the founder’s personality traits are authentic in some tangible way, so that in the future you will feel natural managing the brand. Ask a trusted friend if you have difficulty self-reflecting and seeing your strengths as others see them.

Internships

The final layer of differentiation is brand behavior. These are regular practices that your brand engages in – activities, touchpoints, content, tactics, etc. This is one other opportunity to face out in the competitive brand landscape.

Take into account all customer contact points with your brand. The list is limitless and ever-changing, but here’s a pretty solid start:

1. Social media: Engagement, customer support, marketing campaigns.
2. Website: First impressions, information, e-commerce opportunities.
3. E-mail communications: newsletters, promotions, order confirmations, supplementary information.
4. Physical storefronts (if applicable): in-store experience, customer support, product interaction.
5. Mobile application: application functionality, ease of use, notifications.
6. Advertising: Internet ads, press ads, billboards, TV ads.
7. Packaging: product packaging, unpacking experience.
8. Customer service: phone calls, live chats, email support.
9. Point of sale: in-store, online checkout process, payment gateways.
10. Events: Workshops, pop-up shops, fairs, webinars.
11. Public Relations: press releases, interviews, articles.
12. Direct mail: physical mail, catalogues, postcards.
13. Partnerships and Collaboration: Co-branded products and joint marketing efforts.
14. Loyalty programs: Member advantages, reward systems.
15. Surveys and Feedback: Customer satisfaction surveys and product reviews.
16. Content marketing: blogs, videos, podcasts, e-books.
17. Collaboration with influencers: sponsored content and influencer recommendations.
18. Referral programs: friend referrals, internet online affiliate marketing.
19. Community engagement: forums, user groups, community events.
20. After-sales services: warranty services, returns, maintenance.

Each of these touchpoints is an opportunity to shape a unique relationship with the customer. Great brands are conscious about what they select and what they select NO to do. Patagonia chooses to shut on Black Fridays, and Chick-fil-A is closed on Sundays. Love it or hate it, their practices are consistent with their purpose and personality. This gives consumers a distinct, reliable brand with which to develop a meaningful relationship.

How can your purpose and personality shine through your practices?

Application

Your competitors may not think this manner, and this is a huge opportunity to capitalize on this cultural moment. Whether it’s brand evolution or branding revolution, your organization’s future is price the temporary disruption. Consumers expect more and more from the brands they buy from, and the better part is that they may breathe fresh life into your organization. What a gift that our clients challenge us to be more inspired, more authentic and more bizarre than ever.

Remember: An “woke brand” is aware of its role in the world and has aligned purpose, personality and practices.

Time to get up. The world is waiting.