Shifting Light

Shadows

Writing and branding involve the intentional consideration of words and an appreciation for their shifting fluidity.

After all, language is humanity’s imperfect attempt to grasp at and communicate the intangible.

The letters on a page are simply symbolic representations of an idea or thought. 

For example, if I write about a character and describe the “raven color” of her hair, every reader would envision a different shade of black.

Despite our best efforts, words remain imprecise. No word can absolutely represent an idea because human understanding and perception is dependent upon our unique, individual experiences.

Language is contextual, nuanced, and ultimately personal – which is why it requires such thoughtfulness in wielding it.

This interplay between the abstract and the concise has led to my personal curiosity in the etymology and roots of words. I have a particular interest in words that have no direct equivalent in English.

One example would be the Hawaiian word “aloha”, which can mean hello, goodbye, love, compassion, or a particular gentle-spirited kindness, depending upon the context. 

Another would be the Portuguese word  “saudade” which poignantly refers to a feeling of longing, melancholy, or nostalgia.

The Japanese language has a slew of linguistically intriguing words. In fact, I named my business after one.

Kizuna (絆) refers to the enduring bond of connection, an unforgettable tie between people often forged through a singular experience.

Another similarly untranslatable Japanese word has been on my mind a great deal this month.

Komorebi (木漏れ日) refers to the moment sunlight pours through the leaves. 

This lyrical word captures a striking moment, one in which perception alters. Nature’s poetic fluidity is the epitome of transformation, a marvelous example of how framing shifts understanding. 

What was once dark emerges in the light; what was light becomes immersed in shadow. 

And in this case, it serves as an excellent metaphor for brand framework and strategy.

Filtered Light

We can not solve our problems with the same level of thinking that created them

Albert Einstein

Brand lies in the framing, the komorebi of your offer or product – the filtered light that casts a unique and distinct pattern.

Without a solid brand framework, you’ll lack the identity, story, and messaging necessary for defining your space in the market and selling your offer effectively.

Let’s examine this with a case study: 

One of my clients, a FinTech startup, struggled to gain traction.

Despite having a game changing product, one that impacts both lenders & merchants with  patented technology galore, the company leadership couldn’t convert leads to sales. 

The problem:  

They didn’t know who they were or what they were selling.

They had no brand.

That’s when they brought me in to craft a cohesive brand framework and strategy.

Here’s what we did:

1. Determine Perception

During the course of a month, I interviewed over a dozen key stakeholders, investors, and customers. 

I asked them the same questions centered around how they perceived the company and product.

Why did they think the product was important? 

What does the company do differently than others in the space? 

What feelings or words did they associate in their experience with them? 

The issue: Viewing marketing through the lens of the product. 

Solution: Shift to the lens of the customer instead. 

My clients are often shocked when they realize the level of disconnect between their company’s self-perception and what their customers actually see.

In this case, the company was surprised to discover their key demographic perceived them as technology partners. They valued their quick responses and the ease of customized implementation. 

They didn’t realize their customer service and consultative approach – not the fancy features of their product – was what resonated most.

Your audience will always tell you what matters. 

If you’re a new business, give away your service or offer to a few people and ask for feedback. Tap into your Twitter or LinkedIn followers and ask them how they perceive you. Read your online reviews closely to discover connective threads.

• Do your customers understand what you do? 
• What value do they find in your offer? 
• How do they feel about the experience of working with or purchasing from you?
• Why do they prefer to work with you and not someone else?

Brand perception is how your customers see & understand you, not how you see yourself. 

Takeaway point: Engage with your customers, stakeholders, and community and listen to their feedback. What key points and concepts are repeated in their responses?

2. Clarity Around the Internal & External Problem

During pitches, the CEO droned on in tech jargon about all the product’s amazing features & capabilities. 

His prospective customers tuned out & didn’t care. Why?

Because they couldn’t understand how the product solved their problem

The issue: Getting lost in the weeds. 

Solution: Understand the macro concepts you’re solving. 

This is the result of tunnel-vision and is one of the most common problems I’ve experienced with founders and leadership.

In this case, the company’s CEO had spent years researching and developing the product. He understood every part of the technology in tremendous detail and couldn’t wait to dive in and share all the ways it was different. 

But customers only care about one thing:

How does this solve my problem?

Every prospective customer faces two problems: external and internal.

Branding is about identifying both and addressing them in every aspect of messaging, from your platforms and content to your pitch and sales materials.

The external problem is what your offer or product actually solves.

The trick here is to not get mired in the nitty gritty details, but to approach it from a macro, conceptual point of view.

Zoom out and identify what your offer actually does.

• Does it save them time or money? 
• Does it give them security or peace of mind? 
• Does it elevate their status?

This tends to be the easier part of the process. But solving an external problem is not enough.

An integral part of brand messaging is understanding the internal problem your customer faces. This is where you build an emotional connection and ultimately, brand loyalty.

• What resistance is your customer facing? 
• What fear are you helping them overcome? 
• How is your offer helping them to move through it and transform?

In this case, we identified that the company solved the following problems:

External:

Their plug-and-play product expanded acquisition while saving customers the time and cost of building and implementing new in-house tech infrastructure.

Internal:

The easy to use product helped customers overcome the fear and resistance to something new (blockchain technology) within a highly regulated environment that demands security and compliance (finance). 

They helped customers transform from dinosaurs riddled with bureaucratic bloat and outdated technology to a more forward-leaning, efficient, and progressive brand.

Takeaway point: Identify both the external and internal problems your offer solves. Zoom out and look at it from a conceptual point of view rather than the technical details. What internal fears are you helping them to overcome? How is your offer transforming their lives?

3. Choice Suppresses Response

How many of you have logged onto Netflix or Hulu or any other streaming platform and been at a loss as to what to watch? 

This phenomenon is known as analysis-paralysis. When the brain is confronted with too many choices, the cognitive overload causes it to freeze the decision-making process. 

In this case, the company was developing multiple products at the same time and they wanted all of them to be featured prominently in their messaging.

The CEO spoke about these up-and-coming projects at every pitch meeting because he thought potential customers would be excited about the company’s commitment to innovation.

But the result was overwhelm and confusion. 

Too many options meant prospects didn’t know what they were actually buying, resulting in no sales.

The issue: Scattered approach

Solution: Direct your customer’s attention to a singular point. 

Brands guide customers through the sales process by highlighting and repeatedly clarifying what they’re buying into.

In this case, we re-framed the company as a partner deeply invested in their customers’ success and kept the focus tight on how their company saved them time and money. 

This single statement applied to every product they had and was the most valuable point to convey.

It doesn’t matter how many options or offers you have.

Brands understand the singular, essential idea that aligns with everything they do and communicate it clearly.

Takeaway Point: Whittle down what you provide customers to one essential point or concept applicable to everything you offer. Inundating potential buyers with too many choices up front leads to a non-response.

4. Words Matter

Deciding what words you both will and will not use is critical for brand story. 

In this case, the company’s written messaging lacked cohesion and clarity. They bounced between calling their product a technology, a network, a platform, and a solution.

Four words. Four different connotations.

Prospects didn’t know who the product was actually for.

The issue: Unclear, disjointed messaging 

Solution: Get clear on who you are. 

We took a two-pronged approach for solving this. 

First, we identified the words we did not want to use. Certain terminology was associated with cheaper, less reliable companies within the market. 

Because the company provided financial technology, it was crucial for the brand to be aligned with trust, compliance, and security.

Second, we returned to step one and asked key stakeholders and customers which of these four words best described the company. 

They almost unanimously (only one felt differently) viewed the product as a network.

Words have implications.

How and in what ways are you aligning & defining yourself in the market? 

Brands understand that clear messaging carves out your positioning and attracts your ideal customer.
Takeaway point: The words used in messaging define the subconscious associations and perception of your brand. They are how your ideal customer identifies that you’re the right fit for them. Select them carefully and with intention.

Illumination

This was one of my larger branding projects, taking place over several months. Besides the issues presented above, there were many other factors involved including brand foundation work (mission, vision, values, and other internal qualities).

But by the end of this project, the client had a clear idea of their brand identity as well as a roadmap of how to build their marketing team and messaging moving forward.

Within 3 months of implementation, they landed 1 major financial institution partner & 3 large merchant accounts, including giants in the travel industry.

Wherever you are on your brand journey, consider the komorebi of your offer or product.

How can you distill who you are into a clear, effective identity and story that resonates with and attracts your ideal customers? 

If you’re struggling, I’m happy to help! Feel free to reach out to me on Twitter – my DMs are always open.

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