In this blog post, we’re going to point you in the right direction so you can build a brand that is lean and focus on the real priorities of launching a business.
What’s the role of a brand? How do brands really work? How can you find a winning branding concept and…wait. Let’s actually get into to that in a minute.
So, what’s the role of a brand?
Think of a brand as the hand that reaches out to shake the hands of customers and partners each time they come in contact with your company. Each time the customer interacts, this is really a touchpoint; an opportunity for you to build (or hopefully not lose) credibility as a business.
These are places like the homepage of your website, whenever the customer receives a message from the company, when they read something about your company, when they see your logo on a product, when they speak with somebody on your team.
For example, one of the most important touch points is the very first time that the customer sees your brand.
I want to take this opportunity to share some thoughts with you about branding. First of all, I encourage you to plunge your audience directly into value. Let me give you an example.
When Eazl launched, we created this website that took us hours to build. It was beautiful but, really, did it add any value to what our audience was going to be experiencing when they first interacted with Eazl? The answer is no.
When people know that Eazl is a learning company, what they want to do is jump right into some of the content that we create. We’re a content creation company. So, what we did is we rerouted our domain from eazl.co to go directly to ourYouTube channel and what that does is it plunges people right into the content.
For a long time, we were getting people that went right to the YouTube channel really got to work with Eazl’s stuff, and sometimes would subscribe to our YouTube channel, which built our community. Versus having this worthless website that nobody really got anything from.
So, I encourage you find a way to bring your audience right into value when they first interact with you and your brand.
Second, let’s talk about what a brand is really for.
Early on, when I was launching businesses,I used to think , “Oh, I need to create these really cool brands that are going to dazzle people because they are so attractive and sleek and unique and cool.”
In reality, I promise you that almost nobody is going to see your brand and be like, “Whoa, that brand is so cool that I’m going to buy whatever they’re selling.”
That’s just not how brands work.
Instead, I encourage you to think of your brand as a tool for increasing the chances that your audience wants to interact with your company.
I’m going to call this your Brand Boost.
What can you do with your brand that is just going to increase those chances that strangers are going to want to interact with your company and see what you have to offer?
Your brand boost is when you design your brand to communicate one message to your tribe that will help them overcome an objection or increase their desire to interact with your company. Primarily, there are one of two ways to use this Brand Boost.
First, to overcome a key objection. Looking back on your audience interviews during the research phase of your building, do you see patterns within the people that you interviewed? For example, do they have a common objection of fear and hesitation with your business concept.
Alternatively, you can highlight a “wow factor”. Is there some critical element to your offering that if people only knew that one thing they be much more likely to become a customer?
You’re going to want to pick one of these two to be your Brand Boost and think of it like this: “My brand will increase conversions by showing total strangers that ________.”
Here’s some really pronounced examples.
Here’s an example of overcoming a blockage. There’s a company called Acceptance Auto Insurance. They’re basically overcoming the objection that many potential customers don’t think that they’re going to be accepted by the auto insurance company.
Alternatively, here’s an example of a brand built around a key feature: Minute Rice. Just from the name alone, you know that this rice is designed to be made in just a few minutes.
As I mentioned earlier, when I was a less experienced entrepreneur, I used to believe that the logo was so important and needed to dazzle people so people would think it’s really cool.
In reality, your logo will create little if any value for your tribe. Instead, let me tell you how logos really work.
A logo works because, over time, you project value onto the logo and your audience starts to associate your logo with value.
For example, if they have repeated successful interactions with your company, they’re going to start associating that logo with trust. If you do marketing and advertising, you’re going to be able to cause that logo to be positioned in people’s mind in a way that helps your organization. Finally, if you’re around for a long time, your logo is going to be associated with credibility and longevity.
That’s what we really mean by lean branding.
What’s important here is that you start, you get to market, and you expect your brand to evolve over time instead of spending so much of your precious time energy on the front end working on a symbol.
Here are some key takeaways:
- In every interaction point between your brand and customers or your partners, you have a brand touch. If possible, you want to engineer the introduction touchpoint of your brand such that the customer is immediately experiencing value.
2) Engineer your brand or your Brand Boost to overcome common objections or highlight a “wow factor” if appropriate.
3) Logos themselves don’t create value. Instead, a brand builds value over time by earning the trust of their stakeholders.