This was one of many topics I was asked about by a croatian startup site prior to the speech I gave two nights ago at the University of Zagreb for the Founder Institute. The interview was published in croatian, which you can peruse here if you speak the language (and want to analyze and help me understand why the Backstreet Boys invaded my Brand Atmosphere), but for the rest of you, here it is:
You created a robust business (or launch) plan and a solid brand platform. You hired a great branding firm to tackle the important task of creating a brand identity on time and on budget. What could possibly go wrong?
There’s one thing that can come between you and a winning brand identity: You.
Before you start your hate mails, think about it with me for a second. You have superior taste in art and design. You know your new service or product better than anyone else. You need to see it succeed. How could you possibly turn into a road block? Because of exactly these reasons you will want to create a brand identity that you will like. Colors that speak to you, shapes you like, a concept that resonates with you, fonts that feel current to you. That’s a whole lot of ‘you’ even though this is not at all about you, it’s about Julian, Rich and Adrienne. Your target personas. What you need to like is that your new brand identity will resonate and be liked by them.
Will you like the new brand identity design? You surely should. Does it matter if orange is your color and that you prefer sans serif typefaces? No, it does not. Nor does it matter what the Designer or Creative Director ‘likes’. What matters behind every creative decision is why it was made and how it will further improve adaptation by your customer. This is extremely difficult as an entrepreneur, or even CMO, to personally detach from, but it is what will make the brand ID a success for your audience and in turn for yourself.
We advise our clients to dive deep into 3-5 target personas with us. We give them names, research and ‘listen’ to them. We encourage our more advantageous clients to create life size cardboard figures of them to place around the office. Next time you nod your head during a creative presentation and say ‘I like this, the colors are beautiful, the type is cool and the concept really resonates with me,’ take a step back and say ‘Adrienne would really like this, these colors disrupt her world just enough to stand out and I see her adopting the icon easily.’ You will like what you