Last week a new product and brand came to market. I had an inkling it was in the works and, if I am honest, knowing the pedigree I expected great things. Instead I was confronted by such a crime against the disciplines of marketing that I seriously considered an alcoholic beverage long before noon.
Over the next few days I failed, as much as I tried, to find a single redeeming feature of the enterprise which was saddening because I could only guess at the passion and determination which had gone into the endeavour.
It has been impossible to shake the horror, but rather than do a direct takedown of everything which is wrong I’ve spun this around into the 10 most important points I feel should run through a project
(1) Don’t ask yourself “why not”, ask yourself “why” ?
Today’s default mindset is one of ‘can-do’ and that’s a good thing. It creates the energy and passion which ensures that start-ups survive and thrive. But it should never be used as an excuse to not test the proposition. To think things through. To get others into the room and challenge your thinking. It’s why external help is so crucial. You need critical thinking and a hefty doze of reality.
(2) It’s a business not a hobby
By the stage in a person’s life where they move into founding and creating they will developed strong views. The new business idea may have been born out of passion but you know what they say - ‘love is blind’. You are creating something for your customer not to indulge your own tastes or prejudices.
(3) What does the customer really want
Look at the category you are going to be operating in. Take time to study the direct, and indirect competition. In particular be very careful you do not romanticise your customer target or hang on to a set of target behaviours that are 10 or 15 years old. What are their genuine needs and motivations - not what you think they are. Get customers into a room with independent facilitators - you want unprompted feedback but ‘fanboy’ prompting.
(4) Understand the marketplace
Reflect on the dynamics of the economy. If it is a global product understand the trading environments and how to reach those customers. Establish early how you are going to reach this audience. What is that route to market and how can you create a brand that will shine in that channel.
(5) Deliver Differentiation
I always say you need to follow the “heart, mind, heart” rule. You want the consumers first and last thought to be how desirable the product is (good design is vital) and then the middle part, the ‘mind’ - a rational justification as to why are they buying your product over someone else’s. That’s where the product differentiators come in - never less than 3 and never more than 5.
(6) Invest In Brand Identity
Write the creative brief and then go to experts. It’s not only an investment in the look and feel of your brand it is also an important piece of external validation. A good agency will push back on disconnects and help bring clarity. If possible test the identity with your target audience. Be careful of symbolism which does not travel internationally or is rooted into an entirely different culture.
(7) Nomenclature and language are vital
Naming is one of the hardest things to do but always try and make it unique, but not at the expense of pronouncibility or recall. Get a copywriter to purge your verbiage of cliche and adopt a ‘house style’ for both tonality and vocabulary. Secure your digital property names early. If you can’t get what you want consider going back to the naming drawing board.
(8) Imagery
Your target consumer wants to see their world reflected back at them. Carefully match their lifestyle or go abstract but don’t populate your materials with poor photography or clearly identifiable stock imagery - and avoid the staged shot - you need dynamism and fluidity to suggest use and purpose.
(9) Never reference your product and brand against others
Be positive. Don’t have a chip on your shoulder about other products. Never define by “we are not..” only by what you are.
(10) Execution is everything
There is no excuse now for clunky or shoddy. Websites should flow and work. Navigation should be intuitive. The journey a rich one.
Finally
I wish them well, I suspect it’s a well funded enterprise so they will survive tearing this down and beginning again from scratch - which I think they may well have to do.
About Communicating Luxury
Since 2013 Communicating Luxury has been efficiently and effectively helping companies get the very best out of their brands. Our aim is to bring a fresh perspective, energize teams, provide actionable recommendations and delivery. Our Founder, Mark Izatt, has over 25 years’ experience within the luxury spirits, technology, goods, and service sectors.