One person can tell us how we should think about our brand – your customer. Your brand is your customer experience.
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We need something that is stickier. Something that withstands the onslaught of the latest thing vying for our prospect’s attention. Something that has staying power.
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It’s no longer enough to talk about your products and services. Today, people yearn for more. Find the Big Audacious Meaning in your brand.
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Branding is way more powerful than a color. Or a typeface. Or a tagline. Branding is your entire organization as seen through the eyes of the world.
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I’m going to give away a huge secret of a successful sales and marketing alignment effort. Sales doesn’t get to be right. Marketing doesn’t get to be right.
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Sometimes we get so caught up in answering the question that we miss out on solving the problem. That's why you should start with strategy.
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A visionary brand champions something meaningful and worthwhile in our world. It creates an impassioned desire among people to be part of the quest.
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We need to define who we are (organizational strategy). And we need to define why we are valuable to those we serve (brand strategy).
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The brand holds the potential to add real value to the organization. Not just some squishy, feel-good value. Cold, hard cash value.
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Branding is powerful because it appeals to the part of our brain that is responsible for feeling and – surprisingly – decision making.
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You have to be good at it, passionate about it, and do it in a unique way. This is your expertise.
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What's your company's passion? That creates a way more compelling story than any mission ever could.
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What’s the right story ? It’s the one prospects are showing us they want to hear. Delivered when they’ve demonstrated that they want to hear it.
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Maybe labeling your porn shop as "American Owned" is a brilliant branding move. Or maybe it's cognitive bias running amuck.
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We need great designers to help us create something that’s beautiful in its simplicity and efficiency. Something I'm characterizing as "Less Design".
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We need to tell prospects more than what we are. We need to tell them why we matter in their lives. That is at the heart of your brand story.
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Combine creativity with the technology and you have the opportunity to create something exponentially more powerful.
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Customer experience is about understanding what the customer wants throughout their journey and iterating to continuously improve what you're delivering.
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Customer experience mapping uncovers opportunities to offer your prospect great information, tools, and stories that draw them closer to your brand.
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So before we design something. Before we put witty words to paper. Let’s put our creative strategy to the test. Let’s ask these four questions.
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