Brands today have a Herculean impact on culture at large. With the continued decline in faith communities, country clubs, and other systems of belonging, people are increasingly turning to the brands they know and want to find their sense of belonging. self identity. It doesn't take a scholar to recognize the ever-increasing logo sizes on the products we buy and happily promote as we walk around (see the dinner plate-sized logos on the latest Mercedes, or the Ralph Lauren patches covering the torso on their polo shirts, or mixed Louis Vuitton designs for anything and everything).

We've unconsciously learned to collect brands to collect pieces of our aspirational identity – as if we had a Scout band with every little logo saying something about who we are. “My Apple patch shows that I'm creative! My 'Yoga with Adriene' patch shows that I enjoy yoga at home! My Slack patch shows that I work for an awesome company!”

Consciously or subconsciously, we all adopt them brand values as part of our identity. Think of it as the bumper sticker effect. We are visually telling others a little about ourselves simply by broadcasting the brands we buy from. (Most Land Rover owners would never be caught dead driving their shiny Land Rover off-road, but they wish they were related to the kind of people who can mess up spontaneously.)

This is not a criticism. As humans, we are meaning-making machines, and I think we've all agreed along the way that we can find that too deeper meaning in the products we buy. In light of this current cultural moment, I present a simple method to embrace this as an entrepreneur.

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Becoming “aware”

If we are all going to find meaning in the brands we belong to, then brands have an opportunity to do so improve culture they belong tangibly. It is an opportunity for the brands themselves to become aware of the role they play in the world. To embrace this moment and rise to the occasion.

An “Aware Brand” is aware of its role in the world – and aligned with purpose, personality and practices.

Some of the most successful brands on earth have embraced these roles and are thriving. Patagonia is aware that it exists to protect the planet. Tesla it means acceleration, both literally and figuratively. Airbnb is aware that it exists to help people feel at home, even in new places. Nike know that its role in culture is to empower. These are brands that have woken up to their role in culture and aligned that purpose with their personalities and practices.

Purpose

Yours purpose it's the core core of why your business exists. It's not what you do (eg, SaaS platform for day traders) or how you do it (eg, powered by AI with a cross-eyed, foul-mouthed gorilla as a mascot). This is the reason behind all this. Remove the devices – Why does the world need your brand?

I'm a big fan of Seth Godin's concept of a “minimum sustainable audience”. Entrepreneurs are often too starry-eyed (and delusional) to think their product is for anyone and everyone. They cast a net too wide and, as a result, go home empty-handed—all things to all men and nothing to none. What if instead, you went as little as possible?

Smart startups will recognize a very specific problem for a very specific group of people and position themselves as the only rational solution.

A simple way to phrase your statement of purpose is: “Because _________ deserves _________.”

• Because good ideas deserve great reputation.
• Because your pets deserve to eat real food.
• Because your home deserves to feel like a safe haven.

You can replace “deserve” with “should, can, will, could, etc.”

• Because you need to feel good in your body.
• Because our generation can reverse climate change.
• Because smart brands can change culture for the better.

This is the most important aspect of your brand and should not be rushed. Blend this endlessly until you feel it is as distilled as possible. You'll know you're done, not when there's nothing left to add, but when there's nothing less to subtract. We're looking for substance, not flowery words. When you're done, it should be extremely simple. (Our chief strategist often distills an entire brand purpose down to one word.)

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Personality

But that's when personality comes into play. Personality it's a wonderful opportunity for us to add another layer of depth, nuance and atmosphere. We don't need our goal alone to make all the difference. Our unique brand emerges as a unique blend of purpose, personality and practices.

Think of the most commoditized industry you can think of, such as drinking water. If we discard all claims about water quality and simply assume that water is water, how do we tell the difference? Personality. VOSS is glassy and ultra-premium—clearly for important people. Poland Springs is clean, utilitarian and no-frills. Death Water is irreverent and absurd and resonates with an audience that shares that profile. Water is water, but the personality wrapped around it changes everything.

Personality is a playground. Allow yourself to have fun with this. Imagine starting a brand consultancy when a disillusioned pastor fell out of love with the church. This is me and my story. And you better believe our company's personality is quirky and vibrant as a result.

• Maybe you're a cover company, but you work in medieval clothing and call yourself that Squires herpes — “Noble roofing solutions for the modern castle!”
• Maybe you've created an app to help mushroom enthusiasts identify named species Shroom Zoom — “Fungal Jungle Quick Identification!”
• Maybe you're a travel company that ships people's favorite pillows to every vacation destination in an old chest called Passing the pillow— “Your pillow, in heaven!”

There is no right or wrong persona to wrap your goal around, but some ideas are more strategic than others. The best advice is to make sure that the personality traits are authentic for you as a founder in some tangible way so that, over the long term, it feels natural to run the brand. Ask a trusted friend if you find it difficult to reflect on yourself and see your strengths as others see them.

practices

The final layer of differentiation is brand behaviors. These are the regular practices your brand engages in – activities, touchpoints, content, tactics, etc. They are another opportunity for him distinguish yourself within your competitive brand landscape.

Consider all the touch points a customer might have with your brand. The list is endless and ever-changing, but here's a pretty solid start:

1. Social media: Engagement, customer service, marketing campaigns.
2. Website: First impressions, information, e-commerce capabilities.
3. Email communications: Newsletters, promotions, order confirmations, follow-ups.
4. Physical storefront (if any): In-store experience, customer service, product interaction.
5. Mobile App: App Functionality, Ease of Use, Notifications.
6. Advertising: Online ads, print ads, billboards, TV ads.
7. Packaging: Product packaging, unboxing experience.
8. Customer Service: Support call, live chat, email support.
9. Point of sale: In-store, online checkout process, payment gateways.
10. Events: Workshops, pop-up shops, trade shows, webinars.
11. Public Relations: Press releases, interviews, articles.
12. Direct mail: Physical mail, catalogs, postcards.
13. Partnerships and Collaborations: Joint products and joint marketing efforts.
14. Loyalty Programs: Membership benefits, reward systems.
15. Surveys and feedback: Customer satisfaction surveys and product reviews.
16. Content Marketing: Blogs, videos, podcasts, e-books.
17. Influencer Collaborations: Sponsored Content and Influencer Endorsements.
18. Referral programs: Referrals of friends, affiliate marketing.
19. Community engagement: Forums, user groups, community events.
20. After sales services: Warranty services, returns, maintenance.

Each of these touch points is an opportunity to form a unique relationship with your customer. Great brands are intentional about what they choose to do and what they choose NO to do. Patagonia chooses to be closed on Black Friday, and Chick-fil-A is closed on Sundays. Love it or hate it, their practices are in line with their purpose and personality. This gives consumers a distinctive and trusted brand to develop meaningful relationships with.

How can your purpose and personality shine through your practices?

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CONCLUSION

Your competitors may not think this way, and it's a great opportunity to capitalize on this cultural moment. Whether it is a brand evolution or a brand revolution, your company's future is worth the temporary disruption. Customers expect more and more from the brands they buy from, and the beautiful thing is – it breathes new life into your organization. What a gift that our customers are pushing us to be more inspired, more authentic and weirder than ever.

Remember: an “Aware Brand” is aware of its role in the world – and aligned with purpose, personality and practices.

It's time to wake up. The world is waiting.