The heroes of your brand are the people your brands serves. They are the people who will buy from you, share your stories, recommend you and join you on this incredible journey. Your work is their work. These could be your customers, your consumers, your campaigners or the people who benefit from your project.
So, who are they?
Well, all relationships, including brand relationships, are about connection. And all humans are beautifully unique. We are not driven by the same things, we don’t have the same values, we like being spoken with in different ways. We don’t all need or want the same solutions. We don’t all have access to the same solutions. Despite what a lot of dominant white-centric culture brands try to push, there is no true universal human experience.
So when building a brand, we need to be very clear on who we are speaking with, who we are selling to, who we are serving, who we are supporting. We can not assume we are for everyone. We have to know, with conviction, that we are perfectly for some. That we have a community out there, waiting to connect with us.
So, how do we recognise them?
These are the 3 Golden Rules that help you answer the question:
? They believe what you believe
It doesn’t have to be some daunting value system. Maybe they believe in trying new things. Maybe they believe in one-of-a-kind artisan made. Maybe they believe in climate justice. Whatever it is that your brand believes at its core, they believe it too.
? They have a problem you can solve.
Maybe they need a holiday. Maybe they want a birthday cake. Maybe they need help with their marketing tactics or new website. Whatever it is, you can help.
? They can access your solution.
This one is the glue! Your product or service is in their reach. Is in their neighbourhood. Is in their price range. However you deliver, your community can reach you.
Have a think about who your brand is for and why. Do they believe what you believe? Do they need what you have? Can they access it?
If the answer is yes, yes and yes, then this is the beginning of a beautiful friendship.
If and when you are ready to unpack all the fundamental elements of your brand, get your mitts on our Mini Brand For Change Kit here.
