[vc_row padding_top=”0px” padding_bottom=”0px” border=”none” class=”mtn”][vc_column width=”1/1″][text_output]Don’t be afraid to admit that at the end of the day you want money and your customer wants what you have. Because at the end of the day you want to enjoy your life (money helps) and so does your customer (your product makes life better for your customers too, right?). Of course I understand and will help you nurture and position your brand. But it’s not what you think your brand is, it’s what the rest of the world thinks of your brand that truly defines it. We can only hope we’ve convinced them.

Where does that leave your precious brand and the lovely identity you carefully positioned? UHM, possibly in the way. So when you actually do get a potential customer “on the hook” give them what they want, not what you want them to have.

I’m a man of metaphors so here we go. Whatever your business or service is it can be related to a department store. The folks are heading in the door and down the aisles to get what they want. What’s our job? Our job is to manage the process of getting the customer to the product, to the register and out the door. That’s what we want, that’s what they want.

As customers move through the store or are in the parking lot deciding if they should come in to our store or the one next to us let’s not jump in front of them and ask them to think too much about something other than what they want. We give them just enough.[/text_output][/vc_column][/vc_row][vc_row padding_top=”10px” padding_bottom=”10px” border=”top” style=”border-left: 10px solid #AFD65C;”][vc_column width=”1/1″ fade_animation=”in” fade_animation_offset=”45px”][container][text_output]

Customers Are Checking You Out

Are your brand and identity doing their job?

[/text_output][/container][/vc_column][/vc_row][vc_row no_margin=”true” padding_top=”0px” padding_bottom=”0px” border=”none”][vc_column width=”1/1″][custom_headline type=”left” level=”h1″ looks_like=”h3″]An Identity Shouldn’t:[/custom_headline][icon_list][icon_list_item type=”ban”]Be open to interpretation[/icon_list_item][icon_list_item type=”ban”]need too much brain power to interpret and recognize[/icon_list_item][/icon_list][/vc_column][/vc_row][vc_row no_margin=”true” padding_top=”0px” padding_bottom=”0px” border=”none”][vc_column width=”1/1″][custom_headline type=”left” level=”h1″ looks_like=”h3″]An Identity Should:[/custom_headline][icon_list][icon_list_item type=”ban”]be easy in every way[/icon_list_item][icon_list_item type=”ban”]appear recognizable[/icon_list_item][icon_list_item type=”ban”]be a “mental passthrough”[/icon_list_item][icon_list_item type=”ban”]slide off the tongue eloquently and therefore possibly become a real brand someday[/icon_list_item][/icon_list][/vc_column][/vc_row][vc_row no_margin=”true” padding_top=”0px” padding_bottom=”0px” border=”none”][vc_column width=”1/1″][custom_headline type=”left” level=”h1″ looks_like=”h3″]Components of an Identity:[/custom_headline][icon_list][icon_list_item type=”check-circle”]Icon: Maybe. Ask why? Generally NO.[/icon_list_item][icon_list_item type=”check-circle”]Typography: Can’t live without it. Make it easy to read/interpret.[/icon_list_item][icon_list_item type=”check-circle”]Color: Sure.[/icon_list_item][icon_list_item type=”check-circle”]Name: Of course. We must have a very good reason to name a product/service anything other than a surname or what the product actually is. Yes, if you can name your product “Food Processor” because that’s what you’re selling – awesome[/icon_list_item][/icon_list][/vc_column][/vc_row][vc_row padding_top=”10px” padding_bottom=”10px” border=”top” style=”border-left: 10px solid #AFD65C;” class=”mtl”][vc_column width=”1/1″ fade_animation=”in” fade_animation_offset=”45px”][container][text_output]

Hey Kid, What’s Your Name?

Your identity, even your company name should be what your customer wants it to be. Not you, not me.

[/text_output][/container][/vc_column][/vc_row][vc_row no_margin=”true” padding_top=”0px” padding_bottom=”0px” border=”none”][vc_column width=”1/1″][custom_headline type=”left” level=”h1″ looks_like=”h3″]Example Company Names:[/custom_headline][icon_list][icon_list_item type=”check-circle”]Product Name: International Business Machines (IBM)[/icon_list_item][icon_list_item type=”check-circle”]Surname: Dyson (Chicken or vacuum’s, which came to your mind first? Isn’t this fun?)[/icon_list_item][icon_list_item type=”check-circle”]Color: Sure.[/icon_list_item][icon_list_item type=”check-circle”]Name: Of course. We must have a very good reason to name a product/service anything other than a surname or what the product actually is. Yes, if you can name your product “Food Processor” because that’s what you’re selling – awesome[/icon_list_item][/icon_list][/vc_column][/vc_row][vc_row no_margin=”true” padding_top=”0px” padding_bottom=”0px” border=”none”][vc_column width=”1/1″][custom_headline type=”left” level=”h1″ looks_like=”h3″]Product/Surname Company Name Mixes:[/custom_headline][icon_list][icon_list_item type=”check-circle”]WalMart: These guys are doing it all with name only. And a bazillion bucks. Sure they have typography that is consistent but the color doesn’t matter to you and me. They also have an asterisk as their icon. Although this is simple and that’s good, you and I don’t need it, and wouldn’t recognize it as WalMart on its own. It’s just dangling at this point in time because some creative group believes they need one I’ll bet a nickel.[/icon_list_item][icon_list_item type=”check-circle”]ScotTrade: nice job.[/icon_list_item][/icon_list][/vc_column][/vc_row][vc_row no_margin=”true” padding_top=”10px” padding_bottom=”10px” border=”top” style=”border-left: 10px solid #AFD65C;” class=”mtl”][vc_column width=”1/1″ fade_animation=”in” fade_animation_offset=”45px”][container][text_output]

Case Study: Federal Express

Federal Express changed their name to FedEx because its what the customer called them. That was a gift from customers and FedEx accepted it graciously.

[/text_output][/container][/vc_column][/vc_row][vc_row padding_top=”10px” padding_bottom=”10px” border=”top” class=”mtl”][vc_column width=”1/1″ fade_animation=”in” fade_animation_offset=”45px”][container][text_output]

Post Script

As you can see, brand and identity still belong to you but just like with children, you are the shepherd. I just wanted you to read my post so I startled you with a headline silly. Then I made you mad at me by telling you your identity has no value to get you emotionally involved.[/text_output][/container][/vc_column][/vc_row][vc_row][vc_column width=”1/1″][vc_widget_sidebar sidebar_id=”ups-sidebar-keywords-for-hire”][/vc_column][/vc_row]