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Kill Your Brand In Order To Create It
It’s not quite as harsh as it sounds, but yes, I would like for you to imagine your new venture’s death. Here is why.
Not a proprietary exercise to my consultancy, writing a memorial speech for your brand during the Brand Foundation stage is a cruel, yet crucial step in defining your brand’s lasting values, and has been a staple in early brand development for many brand strategists. Given that those speeches are short, to the point, and always focus on only the best one has to say about the deceased, it is a great opportunity to dig deeper (did not mean for this pun to happen) into the soul and its bigger, social purpose. A brand can only leave a lasting positive impact if it cared to make a difference in people’s lives.
This is why a memorial speech is an extremely fruitful, imaginative, and most of the times rather entertaining exercise to be doing at the very onset of your brand development; and you can rarely say that about a memorial speech.
Over time we uncovered a secondary, but equally important finding during the exercise: The realization that you need to ponder about how your venture will die. And that uncovers the real long term vision for your brand: Will it be bought by Costco, improved upon and distributed to the masses? Will it become part of Marissa Mayer’s tech portfolio, giving you a nice financial push (and we don’t quite know what Yahoo! might do with it)? What is your dream, way past your 5 or 10 year business plan? If it has to end, how would you want it to end? That insight will help shape the overall business and brand strategy.
And here you thought I wanted to harm your newborn venture, while I want to do the exact opposite – watch it grow through planned retirement towards a happy ending.
The True Tech Startup Trend: Cloned Apples From Cloned Trees
Many tech startup founders pitch their project by saying ‘It’s just like Instagram, but with [filling in their differentiator],’ or, ‘Imagine Pinterest, but only [filling in their differentiator]’. Quite peculiar, most of them are located in places like Silicon Alley, Silicon Hill or Silicon Forest.
With ‘startup’ being the thing to do for many (particularly right out of college) this hot minute, it is the idea of starting something (anything really) that is often greater than the business idea in itself. Innovations turned into variations of the same, leaving the invention behind, while startup meccas themselves turned to cloned names: Silicon Alley (New York), Silicon Beach (Los Angeles’ West Side – Note: we pushed for the name Tech Coast), Silicon Roundabout (London), Silicon Forest (Portland), Silicon Hill (Washington D.C.) not to be mistaken with Silicon Hills (Austin), Silicon Border (Mexicali), Silicon Sloboda (Moscow) and many more.
Silicon Valley was named after the prosperous semiconductor manufacturers that were inhabiting the surrounding San Francisco area in the 1970’s. Today, as too many Silicon Valley clones are churning out too many Snapchat clones, it is time to remind ourselves what Silicon Valley was named after: An element; and there are no two elements that are alike. Silicon as an element only exists once. The periodic table is yours to experiment with.
Time to get creative. I can’t wait to hear about, better yet, be part of that journey.
CATEGORIES: Startup Advice Your Brand Launch: Naming
Whatever You Do To Gain New Customers, Stop.
Want to get more customers? Are you purchasing pay-per-click ads? Planning to exhibit at a conference? Rolling out some print-ad campaigns? Cold-calling perhaps? Interns acting as 24/7 Social Media Experts?
Stop whatever you are doing and think inside the box. That is, the very screen in front of you.
New ventures spend a vast amount of time and money pushing people towards their landing pages in order to get them to opt in, download an app or make a purchase. Makes sense. This is what it’s all about: Gaining Customers, Leads and Followers, quickly. The best proof of concept you can possibly get.
Yet they do not even spend a fraction of that time or money analyzing – I am not talking about A/B testing here – if that entry point actually talks the talk and looks the look.
In order to attract, you have to be attractive and not just beg for clicks. I know many ad agency execs who hate seeing their clients waste tremendous amounts of money on online media buys (a dying breed in itself) that point to horribly off-brand (design and message) landing pages. They are called landing pages because that is exactly what people do: They land, and then they take off again, into any direction, just not down the purchasing funnel. Instead of being appealing entry points, those often are quite appalling afterthoughts. It’s like throwing a party and you spend all the time and money on inviting loads of very cool and attractive people, and as the day comes around you don’t even clean the house or have cold drinks ready.
If you want to get more customers, put yourself in their shoes first and work until you get yourself to click that buy, submit or follow button on your (let’s call them…) entry pages. Only then should you even consider looking for new customers ‘by entry of’ your web site, which, really, is the main entrance to your brand today.
Make that house look like it has never looked before. Polish that glossy red door and put your name on it. This is the time to shine and to let people in.
Happy spring-cleaning!
The Number One Reason Customers Will Be Attracted To Your Brand
To find out, ask yourself this simple question:
What Is Your Brand’s Scent?
I am not referring to the overwhelming perfume infused air you have to walk through when entering an Abercrombie & Fitch store (a scented brand environment). I am talking about the metaphoric scent your brand emits to attract, distract, or utterly confuse your audience.
During a delightful call with Stuart MacDonald (Freshbooks’ CMO) earlier this week, Stuart used the word ‘scent’ when we talked about branding. It really hit home. Like animals, we are attracted to scents, in the literal and metaphoric fashion. Nike emits the scent of inspiration and innovation for athletes, Oprah the scent of belonging and community.
When thinking about your brand, and why customers will be attracted to it, think about what scent your brand has. It will make you think beyond logo, beyond copy, beyond imagery and campaigns. You will have to take a step back and start to interact with your brand from afar, as if it was the very first time you ever ‘smelled it’. I hope it smells like roses, unless roses are not really your brand.
The closer you will get to your brand, the stronger and more intense (= focused) the scent will get, and once you are deeply immersed in it you will realize if you are in fact emitting the right scent altogether. It’s powerful. Try it today and let me know how it educated your actions.
The Definition of “Brand” for Startups
How I define branding for the first 6-12 months of a company’s existence.
CATEGORIES:
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Fabian Geyrhalter is the Principal of FINIEN, creating clarity for brand transformations.
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