12 Aug 2015
Agile: Good for Apps, Bad for Branding
Most start ups are eager to get their product launched because they want their idea out for the world to see. They typically get a logo, website, and MVP up and running as quickly as possible.
Since most start ups evolve in an agile environment, they also treat their brand as agile. Their messaging, logos, colors, fonts, and other aspects of their visual branding usually evolves as much as their MVP.
Unfortunately, this rotating brand habit ends up creating a weakened brand. The agile product marketing looks as though it’s going through a tween identity crisis.
If an agile company is confused about their brand, most likely their audience will be too.
So, how do you solve your agile brand habit?
Figure out who you are as a business.
Today, the majority of marketing that people are exposed to is often ignored. So, if you want to stick out from he other products of the world, you’ll need to figure out the foundation of your business at it’s core.
This means that if you don’t emotionally connect with the audience you’re trying to reach, you’ll never reach them. So, it’s important to figure out what you believe in, what you plan to stand by, define the audience that will connect, and plan a strategy of how you’ll connect with them.
Once you do that, you’ll be talking to the right people where and when you reach them best.
Decide what you’ll look like, and stick with it.
94% of first impressions are made based on design. If you’re logo, color palette, or any other visual brand standard is in consistent evolution, the impression of your brand changes also.
Studies show that it’s difficult to change your audience’s first impression of you once they’ve made one. So, knowing the identity of your company out of the gate is important.
By establishing a solid brand foundation and a visual language up front and sticking with it, you create a positive impression of your brand that will last. This positive impression will lead to brand trust, and that trust will lead to higher satisfaction and brand loyalty.
If you break your bad brand habit now, you’ll set yourself up for a lasting brand love-fest.
What do you think? What good or bad habit has resulted from your agile habit?
I would love to hear from you! Please feel free to leave your thoughts, comments, and feedback in the comments below.