Let's start with a dramatic reenactment.
It's a dark and stormy night.
A copywriter is hunched over a keyboard.
The room is dark and quiet, except for the multi-colored glow of an RGB keyboard and the muted click of an ergonomic mouse.
Suddenly, they sit straight up. Their eyes are gleaming, their hair sticks out in all directions. They're on their feet – the chair topples to the floor.
That's it, they mumble, that's it! As lightning crackles in the air behind them, they announce:
Is it too much to start this edition with a full-blown Mary Shelley Gothic moment? Very possibly. Although Gene Wilder is rocking my signature 14-hour-writing day hairstyle. (Looking good, Gene.)
Still. Anyone who's ever launched a brand will tell you that when it finally leaps off the printed Google Doc and into the world, it's electric. And even though I swore off playing God after that whole incident with the angry villagers and the pitchforks…. I'm very confident that I've spotted another character just waiting to be brought to life.
And that character?
Is your brand
Pull up a chair, friend.
We're both entrepreneurs, so I won't sugarcoat the situation: there are many businesses who do what we do. And honestly, that couldn't matter less. In fact, when you take a closer look, there is an avalanche of evidence that two businesses with near identical services can coexist and thrive.
Nike and Adidas.
Verizon and T-Mobile.
Fenty and Glossier.
“Okay sure," You might say, "but I'm no Rihanna.” (Unless you are Rihanna. In which case… hey girl. Thanks for dropping by.) That may be true. And while I've missed a few Fenty board meetings recently, I can assure you that Rihanna isn't the foundation of Fenty's success.
Here's what they've got:
- A rock solid product
- A brand that anticipates their clients' needs.
- And a vibrant, compelling brand character
A dynamic character will always attract an audience. And a compelling one? Well.
You don't need to niche yourself into oblivion to build a successful brand.
(Unless, you know, being the go-to brand designer for holistic dog therapists on the east coast brings you joy?)
What you DO need to do is strategically craft a brand character that is as attractive to your ideal customer as Bluey is to your 3-year-old. And from where I'm sitting, your brand is well on its way.
It's got a backstory.
A type of client it's compelled to serve, and a vision for making their lives better.
It's got motivation.
Non-negotiable values that govern how it conducts business and makes a mark on the world.
And, boy oh boy, does it have a personality.
A distinct flavor that colors the way it walks, talks, and presents itself.
I don't know about you, but that's giving main character energy to me.
