Notes > Redefining Brand Strategy

Redefining Brand Strategy

When you meet someone new, the inevitable question isn’t “What are you like?” but rather, “What do you do?”. For most of us, the answer involves a task we accomplish or a specific role we fulfill. This isn’t just small talk; it is an attempt to figure out how you fit into that person’s story.

In brand formation, we often get distracted by personality: the “look and feel” of a company. While quantifying personality is necessary for determining tone and aesthetics, it cannot define the nature of the relationship between a brand and its client. To build a lasting connection, you must move beyond personality and define what kind of supporting character roles you fill.

The Hero’s Journey

Every customer sees themselves as the “hero” of their own story—the Luke Skywalker or Harry Potter of their personal journey. In their story, your brand is not the protagonist; it is a secondary character. Your brand persona is defined by the specific role you play in helping that hero defeat their “villains” and reach their goals.

Role vs. Profession

Understanding your identity requires distinguishing between your profession and your role:

• Profession: This is what your company does (e.g., a facial cleanser removes dirt).
• Role: This is the value you provide to the hero’s story (e.g., providing personal care or confidence).

By analyzing your client bases, we can determine which supporting character types best represent your brand’s relationship to your customers. These archetypes are independent of personality; a character like Han Solo maintains the same personality while having very different conversations with Luke than he does with Leia because his role in their lives differs.

Engaging Your Audience

When you combine a firm brand personality with a clear persona, you gain the ability to target multiple conversations. This dual approach allows you to create maximum engagement across various customer personas, ensuring that your brand speaks specifically to the way it connects with their unique journeys.

Is your brand just a service provider, or is it a vital character in your customer’s success story?