Did you watch the Simon Sinek video I posted on my first blog post? If so, good for you! If not, you should; however, if you didn't you'd be equally informed to read today's Seth Godin post. The message is essentially the same. Seth takes a moment to define what a brand was before it was a brand. There are 2.5 million small businesses out there in Canada - some have a brand and some do not. What do I mean? Well, what do you consider a brand?
Now, you don't have to be an RBC or Apple or McDonalds to have what I consider a brand. That third item that I listed is really what a brand is. Remembering a feeling you got when you came in contact with that widget that the brand promised. When we buy something, we remember the FEELING of what that item gave us (regardless of what your head thinks, its the feeling that X gives you that makes you remember) For example: Apple's iPod plays music. Music inspires, consoles and motivates people. Its natural to say that listening to "The Grateful Dead on my iPod" makes me feel happy. Vis a Vis the Grateful Dead, Apple is making you feel happy. Therefore, that little apple with a bite taken out of it on a subway poster inspires happy thoughts and ultimately probability that you will return to Apple to get more happiness. The kicker here is that Apple's reason for making such great products is not so that they can sell more to you. Its genuinely interested in your happiness (to a degree). They make beautiful, easy to use pieces of technology that just so happen to be a tad expensive. So what! your subconscious says, it makes me happy.
So my question to SMB's is this: What is the feeling that you want your customers to leave with when they buy from you? What's your promise of "feeling" that embodies your business, your logo or, holistically, your brand? What it is should equate to the reason why you run your business. They should completely align if you are an honest business person.
If you can't answer that then you should sit down this week and figure out what it is you are selling. Widgets are nice but feelings are what links your customer to your logo and ultimately to your brand.
I'm Jason Ortepi. An aspiring graphic designer who has some formal training but is picking it back up after years of working in the corporate world. I do this because I love it.