“Should I really be worried about my brand?”
With so many things to focus on like product development and raising capital, have you ever found yourself asking that same question?
Chances are, if you’re an entrepreneur or in marketing, you’ve pondered the question at least a few times.
Ask Joe Pilcavage, Head of Creative at New Haven’s Digital Surgeons , a creative consultancy that specializes in positioning, branding, and launching visionary founders’ latest startups, and you’ll get an answer that might surprise you.
He’ll tell you that, “One of the single greatest reasons businesses fail is because of their branding. At some point in the journey, whether it’s their initial inception or their future marketing efforts, they fail to deeply understand their customers and deliver a consistent experience that answers their needs.”
That’s because a brand, as it turns out, is something people feel . Our ability to create a positive, lasting feeling is what ultimately gets investors and customers to buy in.
Wait a minute. Really?
Sounds like something worth exploring, right? Well, that’s exactly what Pilcavage and Pete Sena, CEO and co-founder of Digital Surgeons, did for a dozen Connecticut startups at the CCEI 2020 Summer Fellowship Program in late June as part of their thinkfwd initiative. Pilcavage and Sena, who together have over thirty years of experience in brand strategy, go-to-market innovation, and digital transformation, broke branding down bit-by-bit for the eager entrepreneurs. What follows are a few key takeaways of their presentation, one that was enthusiastically received by those in attendance and still being talked about here at the CCEI.
8 Key Takeaways From the Digital Surgeons Branding Presentation
- Branding works because of the emotional attachment we give to a product or a purpose.
- Brands are living organisms that must respond, adapt, and evolve over time.
- Positioning is all about deciding the space you want to occupy in the minds and lives of your audience.
- When you try to speak to everyone, you’re heard by no one.
- Humanizing your brand into what Digital Surgeons calls Brand DNA allows you to set a north star for how you want to communicate to and with your customers.
- Your brand’s tone of voice should be a driver of differentiation in your space.
- Your visual language is your voice without words. Choose your logo, colors, fonts, and images wisely. You only get one chance to make a first impression.
- Your brand should be regarded as sacred, but that doesn’t mean it’s untouchable. Testing, learning, and iterating often are vital in continuously providing a stellar brand experience.
Throughout the course of the program, Pilcavage and Sena also led exercises with the entrepreneurs to help them refine their own brands in real-time. Interested in doing them on your own? Click here to check them out. And if you want to learn more about Digital Surgeons, their work, and branding in general, hop over to the Digital Surgeons website.