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Strategize—About Brand

The first step in the Strategize part is to clearly define who you are as a brand.

How would you describe your brand and its personality?

In this first exercise, we need to sum up in a clear and concise language: your category, services/products you offer and your target market.

And a great way to do so, is by describing your brand in three statements (Credit: Jeremy Miller—"Brand New Name")

Here, we're going to simply complete 3 sentences.

1. The first statement is about your category.

(Fintech) Roboadvisors are the new way to invest for millennials and Gen Zers.

AI Trading is the future of asset management.

Cryptocurrency is the digital finance of the future.

“The brand is X” (e.g. Design agency).

2. The second statement is about the service/product you sell. (“The brand does X” (e.g. “Designs logos and identity systems”)

We allow anyone anywhere to invest in web 3

We provide automated investment strategies tailored to our users preferences

We are democratising wealth management to transition people from scarcity to prosperity

3. The third statement is about your market.

We serve crypto enthusiasts

We provide systems for the beginner investor

We service tech savvy millennials & gen z

“The brand serves X” (e.g. “Startups and small businesses”)

Completing this exercise can be quite easy or a bit difficult, depending on your business.

If you’re naming a brand in popular category then it might be easy, but if you’re creating new technologies, then it might be a bit challenging.

Take about 5 minutes to sum up what you're naming—describe your brand in three simple statements.

We connect people to automated web 3 investing in 5 min

We Simplefi web 3 investing to make it accessible to everyone

We help people understand their invest goals and plan for the futer

So if you’re pioneering something new, then it might be helpful to add one more clarifying statement: "Our brand is like X".

For example, the founder of Uber could have said:

“Our brand is a peer-to-peer cab company” which later could morph into “ride-sharing”.

Now, the second part of this exercise is to define your brand personality.

_________________

In this exercise, list adjectives that would fit your desirable brand personality.

And this exercise is much easier to do if you think of your brand as a person.

So if you brand was a person, who would it be? How would he or she act, talk and dress?

Take about 5 minutes to select 4 to 8 adjectives that would describe the tone and personality of your brand.

Bold

Visionary

Innovative

Dynamic

Relatable

Empathetic

Trustworthy

Transparent

Confident

Approachable

Passionate

Responsive

Agile

Collaborative

Progressive

Entrepreneurial

Fearless

Authentic

Disruptive

Open-minded

Need some inspiration?—Check out my article where I describe personalities of famous brands.

Once we've got your brand defined, now It’s time to think about your users.

2. Strategize—Brand Users

Now, in the second step of the Strategize part we’re going to step into the shoes of you customers and think from their perspective.

So we’re going to define your target audience by understanding:

Who your brand will serve and what they expect from your brand?

First, we need to think about who are these people.

So ask yourself:

Who’s going to interact with your brand? Who is going to know and use the name?

To kick-start this exercise, let’s create a list of potential users or customers of your brand.

If you have customers already, try to use names of real people.

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