Tag: Creative Agency

Does Narrowing in Freak You Out?

Whether you’re a creative entrepreneur, small business owner, or even a larger organization – the idea of getting daringly narrow with your brand positioning and marketing efforts can sometimes feel like boxing yourself in, painting yourself in a corner, and alienating potential customers (who can pay you) and help your business grow.

It’s not uncommon for us to get pushback from our clients who are uncomfortable with narrowing in on their dream customer. They might say it’s because they don’t want to leave anyone out.

Either a previous customer you’ve already worked with, a friend you know would benefit from your offering, or maybe even a character on a TV show you could imagine hiring you!

But if we’re reading between the lines, we always sense an underlying fear of losing out on any customer willing to pay them. If money were no object, who would your dream customer be? What exactly would you offer them? Why do they need it – what problem are you solving for them?

Source: https://braidcreative.com/blog

Your Brand’s First Impression is the Icing on the Cake

One of the first cakes I can remember eating was a spongy Betty Crocker lemon cake with chocolate icing at my grandma’s house. Today my favorite kind of cake is a cuppie called the Boom Boom Pow from a local cupcake and coffee shop made with vanilla cake, chocolate icing, a dollop of caramel, and flaky sea salt sprinkled on top.

The more specific, clear, and intentional you can get about these ingredients, the more you will create these “fully baked” inside layers of your brand. Think of it as the difference between making a moist, fluffy, perfectly layered cake versus an underbaked, messy, collapsing one. Brand clarity and an articulate business vision is essential, but unfortunately, it’s not enough.

For some reason I especially love how the icing doesn’t touch the edges of the paper – it means no trace of icing gets left behind and misses consumption!

What’s a cake without icing? That outer layer, the icing, is how you actually show up with your brand positioning, messaging, voice, style, look, and feel. The icing is how you attract and inspire your dream customers – so it should be consistent, irresistible and sprinkled with clues that let them know what they’re promised to get on the inside if they take a bite.

Source: https://braidcreative.com/blog