designingLULA: My Two Cents About Stuff

Brand Rant: Who’s Your Product/Service?

Aug 1, 2011 | brand rant

Developing one’s brand is a sensitive and at times painful journey. The beginning stages are often riddled with confusion and uncertainty because the task is immense.

The success of any endeavor is determined by the quality of the relationships between those involved. Whether for profit or not, the relationship between your product/service and target market is crucial. What that relationship should be and consist of can be allusive.

A tool that I learned from the founder of Marketshift when developing my brand process workbook for my clients is to think of your product/service from an anthropomorphic perspective. What this means is to consider who your product/service would be in relation to your clients rather than what your product/service does. Who do you want your target market to see you as? Create a profile of your product/service as if it were a real person and the characteristics of your brand will start to unfold.

Is your product/service the parent who knows and wants what’s best?

Is your product/service the grandparent who lends support and guidance?

Maybe your product/service is the hip, cool aunt who just wants to have fun.

Or your product/service might be the friendly neighbor. There to lend a helping hand when needed.

If you can come to terms with the relationship that you want your product/service to have with your target market then the rest of your brand can unfold through that relationship. It will give you a perspective on how to communicate with your market. It can provide a kicking off point for the feel of your visual identity.

Once the relationship is identified then the challenges within the relationship can be identified and addressed as well. For instance in a “parent to client” relationship, one of the challenges might be in relaying what’s best without being bossy and alienating. Or if it’s a “hip, cool aunt to client” relationship, a challenge might be in coming across as fun and energetic without sounding flaky and unreliable.

Whatever the dynamic of the relationship that your product/service might have with it’s target market, it must be defined to create a clear and solid foundation moving forward.

Define it, own it, be the best. Carry forth entrepreneurs…carry forth and conquer.


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