Use It—Before It Uses You!

Know, do, and be the environment of your brand!

You cannot separate a brand from where your "product" is used, created, or distributed.
It's also not very distinct from its users or representatives.

So... if you want to have a flowery smelling grease and grime remover, specifically made for bikers to use in a "chop shop," you're probably in for a big disappointment.

How then, do you figure it out? Well some things are just obvious...but other things may not be. Following are some ideas to help you start figuring it out.

Ask yourself:
Is your product local or global?

In other words, is what you do or sell taking place here are someplace else? Wherever it’s taking place, that place is important. What or where is that place? Is it consistent with the audiences expectations?

As an example, in a mission organization, can you balance the idea that your work may take place in villages in Central Africa while maintaining a corporate or business like appearance here in the U.S.? Does that make sense to your audience?

Is it obvious to local audiences that what you do or sell is done someplace else?

Does your audience care about that “other place”?

Does the audience have a preconceived notion about what that other place is like?

What are some examples of the environment your product works in? The mail? The Mall? A farm? A house?

Whatever you decide, your brand must reflect honestly, where your product works, as well as the expectations your audience has on where that product works. If you can align them, your brand environment will make sense.

Any questions?


One Step Closer,
Sean
Brand Manager