The best advice we’ve found is from: Gibson Biddle and Seth Godin
A brand is the unique story that consumers recall when they think of you. This story associates your product with your customers’ personal stories, a particular personality, what you promise to solve, and your position relative to your competitors. All human aspirations are opportunities for brands to build relationships.
Answer these four questions about your company:
What is it? Be descriptive and speak from the customer’s point of view.
What are the benefits? What does the product do for customers? How will people feel after they’ve used your product? Again from the customer’s point of view. The difference between good and great brands is that they define emotional benefits and “something bigger” that they deliver.
What is its personality? If your product, company or service was human and you met at a cocktail party, how would you describe him/her?
Ask again, how will it make people feel? Emotion is the bridge between how the product will benefit the consumer and how the company will benefit the world. To reference Maya Angelou: “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
Tighten it up by doing these steps:
Describe it to a sixth grader. Aim to be succinct and clear. Pretend you’re speaking with a sixth-grader. Your customers are busy so they don’t have time to parse fuzzy concepts. Your goal is not to dumb it down, but to tighten it up.
Cut it down to three words. , Choose three of the four words describing their service so the team wouldn’t just list words, but carefully prioritize them. For example “convenient,” “healthy,” and “variety.”
There’s typically one fuzzy word in the bunch. Find that abstract word and dig deeper into it. For example, unpack variety to arrive at choice and then selection by asking “Why is there variety?” — then choose which is best for you.
Introduce your company like you would a person. If you met your company at a party, how would you describe it?. For example, Naturebox pitched the company’s personality as “a crowdpleaser” and “relatable.” What does a crowdpleaser do — how would he or she act at a party? The company is relatable in what way?” The teams reframed Naturebox’s personality as “friendly and personable” and “down-to-earth.”
Create your something bigger. What is the something bigger that will improve customers’ lives? For Netflix it is to escape from reality. For Nike, it is to reach your full human potential.
Decide on one word to own. Companies that have successfully positioned their brand own a specific word in a consumer’s mind. Honda is reliability, Mercedes is luxury, Volvo is safety, BMW is performance and Tesla is innovative. Ten years from now, what word do you want to own?
Combine all of this into a concept summary. The goal is to put your work from the above into something that that you can use to begin a conversation with customers.
Here is a sample concept summary for Netflix: Sometimes it’s hard to find a movie everyone can enjoy on a Friday night. For individuals and families with internet access, Netflix instantly streams an unlimited number of TV shows and movies, anytime, anywhere. Simply search, browse and watch on the easy-to-use website, mobile apps, apps on game platforms and hundreds of Internet-connected devices. With one-click anyone can watch ad-free, HD quality, TV shows and movies. It’s month-to-month and you can cancel anytime. We offer a one month free trial. Netflix, it’s movie enjoyment made easy.
The last line is your tagline. Netflix, it’s movie enjoyment made easy. Your tagline is what you’re known for and becomes the key deciding truth for prioritizing tasks. Should we do this? Does it help us make movie enjoyment easier?
Refine, refine refine. This may look easy because these are the ideas that clearly resonated with customers from past examples, but these have been refined through brand and product over the last 5-10 years.
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Pick some edges: No one cares about boring. We care about the extremes. When you make compromises (and you will), don’t compromise the edges that matter. Are you…
Open or Closed
Easy or Difficult
Rights or Responsibilities
Take or Give
Fake or Real
Fast or Slow
Affordable or Luxury
Cutting edge or Proven
New or Classic
Disposable or Durable
*Make full choices It is often helpful to take each of the things you are (or want to be) and then add what you are not. If you are experienced, you are not a novice.
Reframe what you are not in a positive light. If you are not a novice, then you are not a blank slate, a fresh page.
Reframe what you are in a negative light. If you are experienced, you have preconceived notions. You are less open to new concepts.
Package the good and bad into a character. Experienced and less open to new concepts => A sage expert with a set of beliefs. Novice and open book => a young upstart open to possibility. Which character do you aspire to be?
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