Tag Archives: why brands matter

Why StartUps should be outraged by Christmas

brand consistency

The brain science that shows why consistency helps people understand what your StartUp stands for

If you want to shape the way people understand your StartUp you have to start with the human brain. When you’ve got the spanners out on the day-to-day operations, it may not seem like it but as a business leader, you are a brain surgeon.

We learn through repetition. But the brain has a lot to do. Much of its energy is simply dedicated to keeping us functioning at the most basic of levels – keeping us breathing, our organs operating. Keeping our senses active and responsive puts an added burden on the system. So when it comes to actively thinking about stuff, figuring out day-to-day issues, making decisions…well, that really pushes us to the limit.

So you can imagine how much energy the brain wants to dedicate to figuring out what to buy. Much, much less than traditional economists would like to believe.*

The brain deals with this by simplifying wherever it can. As a boy my mum used to berate me for doing things the easy way (such a mum thing, as if making it harder was somehow better) but clearly that’s what nature seeks to do. The brain is designed to work that way.

The relatively new science of neuroscience has shown that our brains look to create patterns to simplify understanding. This is physiological. As we digest information, synapses fire and as they repeat this process, that information becomes more established in our brains. Or as Steven Pinker, the famed writer on neuroscience, puts it: the synapses that fire together, wire together.

Which is why Christmas is a brand disaster. Christmas is probably the most mismanaged, chaotic and complicated brand construct there is. There have been way too many brand managers trying to get clever with the core concepts, no quality control and clearly no budget restraint. Is it trashy or upmarket? Religious or for everyone? About parties or about family?
Consumer driven or a chance to reflect? Father Christmas, the elves, reindeers, snow, Dickens, Only Fools And Horses, the right potato dish….it’s all over the place. The final nail is, of course, hipster Christmas sweaters. Different synapses are firing all over the place. It’s chaos, like the firework mayhem on a Shanghai street at Chinese New Year.

The Christmas brand is saved though by having not one but two of the greatest brand ideas of all time: a saviour was born on that day and it is a time for goodwill and critically therefore presents to all humankind. (See my earlier post ‘Why Christmas can be an inspiration for StartUps’), And because of that, we let it get away with the bad stuff. We are so engaged in it, our brains make the effort to process and join together this disjointed randomness.

The question you have to ask yourself is this: is your brand idea so strong that it can get away with a lack of consistency? The answer of course is NO.

You don’t have two of the greatest ideas of all time (apart from you at the back, well done) so you have to deal with the realities of the human brain. And those human brains want things to be simple so they can’t stop thinking about it and get on with the important stuff like breathing, running, interpreting the inputs from your senses and so on.

And consistency is the bed-fellow of simplicity. Your job is simple: this is what our brand stands for, told time and time again, maybe in different ways but never in contradicting or conflicting or ways. Christmas though is full of contradiction and conflict (not just the dinner, but the concept).

So don’t do what Christmas does. Learn from the error of its ways and deliver your concept consistently and simply across all of your business.

* If you are dubious about this, please refer to any of the following: Heath on Low Involvement Processing; Kahneman ‘Thinking Fast & Slow’; Coates ‘The hour between dog and wolf’; anything by Steven Pinker. Or indeed any credible book on how the brain works.

The Questions You Start a StartUp with

brand difference, brand behaviour

Why you should be thinking about your brand idea as soon as you have your product idea.

You have that moment, when a bunch of thoughts, ideas, fluff and anti-matter coalesce and BOOM, your Big Bang. There’s a surge of adrenaline, you stop still and it hits you: This might just work…I’d start with content….I’ll use an API…and I can own the search terms…and if we did x then y would happen…and we’d have a network effect and, OH MY GOD, THIS CHANGES EVERYTHING!!!! Quick!! LEG IT!!! How do we build the #*#?in’ thing?

You spend the next year thinking about the product, the broader offer, operations and money.

Meanwhile, somewhere else in the world, there’s another over-excited human being going through exactly the same thing. Maybe not that moment, but in the grand scheme of things, when they make the Internet Era start at 1.5 minutes to twelve on the civilization clock, it’s around the same time.

The fact is we live in a world of over supply. It’s too easy to make stuff, especially digital stuff. Whether it is copying or just landing on the same idea, you won’t be alone.

The first questions StartUps ask themselves tend to be about product, or business plans, or traction. But once you have you’re big idea, your first question should be this:

How can I defend it when people are copying me?

The answer to that is to do something that can’t be copied.

The one thing that is nearly impossible to copy is the bundle of intangibles, mental associations and gut feel about your business that exists in customer’s heads. What we call a brand. You can leave that for customers to create on their own or you can try to shape it yourself and that is what we call a brand building.

Brand is difference, brand is emotion and logic, brand is complex, brand is everything the business does. To use Warren Buffet’s vernacular, brand is your moat. There are other moats but they are harder to control yourself.

So once you have the big idea, you should ask yourself: how does my big idea translate into a brand concept?

Once you have a point of view on that (and yes, it can iterate to begin with, just like a product) you should ask a second question:
how does everything the business does deliver that brand concept?

This will result in lots of things in lots of places. The product will change, the offer will change, operations will change. It will be infused with a unique spirit.

So with two questions, you’ve created something that is very hard to copy.