You've identified your customers, both internal and external. Fantastic! But here's the thing: they're not all the same. Your brand is the main dish, and your customers are the spices that add flavor.

​Some are sweet, some are savory, some are fiery. To create a truly memorable experience, you need to know how to blend these diverse flavors, understanding the unique tastes of your audience.

Imagine two customers: one, eyes lit up at a sale sign, grabbing a bargain with a quick, transactional satisfaction.

​The other, glowing with pride after supporting a local cause, feeling a deeper connection to a business that shares their values.

Both are valuable, but their 'why' is worlds apart. One is drawn to the immediate reward, the other to the long-term impact. One sees a product, the other sees a purpose. Which customers are you nurturing?

What about employees? Well, they can be driven by monthly paycheck and/or yearly bonus or they can be driven by being part of a bigger purpose.

We've all been guilty of it: laser-focus on the paying customer, the one with the wallet. But what about the person who keeps that wallet full? The one who makes the magic happen behind the scenes? Let's go deeper and uncover the 'real' customers who shape your brand from the inside out.

​We've all heard the classic example: a mattress company isn't just selling mattresses. They're selling a good night's sleep. But what about your business? Are you truly tapping into the core value you provide? 

Think beyond the tangible. It's easy to get caught up in the features and benefits of your product, but customers are buying more than just stuff. They're buying a feeling, a transformation, a solution to a problem, their problem.

Example 1: The Mattress Company
They're not just selling springs and foam. They're selling comfort, rest, rejuvenation, and the promise of a good night's sleep. A good mattress is an investment in well-being, not just a place to lay your head.

Example 2: The Coffee Roaster
They're not just selling roasted beans. They're selling the aroma that fills your kitchen, the ritual of the morning, the energy boost to conquer your day, the cozy feeling of connection with friends over a warm cup. They're selling a moment.

​The Takeaway: What emotions does your product evoke? What problem does it solve on a deeper level? Tap into those intangible benefits, and you'll connect with your customers on a much more meaningful level.

Services are even more about the intangible. You're not just executing a task; you're providing expertise, peace of mind, and a solution tailored to your consumer's unique needs.

Example 1: Financial Services
It's not just about balancing the books or managing investments. It's about providing financial clarity that leads to mental clarity, a sense of security that allows the pursue of dreams. It's about building a future, not just crunching numbers.

​Example 2: Technological Services
It's not just about software solutions or coding prowess. It's about streamlining workflows, fostering human connection in a digital world, and empowering businesses to thrive. It's about making technology work for people, not the other way around.

​The Takeaway: What transformation do you provide? What burden do you lift? Focus on the outcome your service delivers, not just the process.

Identifying your "good mattress" and your "good night's sleep" will enable you to better craft your message to effectively reach and resonate with consumer. One is not better than the other because consumers value different things.

Share about your business and what you are really selling in the comments.

The most significant part of a brand often lies beneath the surface.

What people see above the water – your logo, your website, your ads – that's just the tip. It's important, sure, but it's only about 15% of what your brand really is.

The other 85%, the massive part underwater, is everything else: your purpose, vision, mission, and values. If that 85% isn't solid, if it's built on shaky foundations, that little tip on top isn't going to matter much. 

​A strong brand needs a strong base, because eventually, people will dive deeper and experience the real you. That's what builds trust and loyalty – not just a pretty logo, but a solid iceberg of a brand.

In order to provide desirable shade and delicious fruits, the root system must be healthy and planted in fertile soil.

The trunk, branches, leaves, and flowers/fruits - what people see - are collectively your logo, products, website, storefront, employees, brochures, etc. Yes, they must be “delicious and desirable” in order to attract consumers.

​But those things need to be rooted in a strong and fertile foundation. And that foundation is the much needed clarity in your brand’s purpose, vision, mission, and values. Spend time building a strong foundation and watch your brand spread its reach.

A healthy body requires a robust internal system.

You can put on the best clothes, the most stylish shoes, and the perfect makeup, but if you're not healthy on the inside – if your heart isn't strong, your bones aren't sturdy, and your mind isn't sharp – it won't matter. People will see right through it.

​A brand is the same way. You can have the sleekest logo, the most engaging website, and the most persuasive ads, but if you don't have strong values, and a clear purpose, vision and mission, it's just a facade. People will sense the inauthenticity and move on. 

Sometimes we limit our view unknowingly by looking through a small window.

Similarly, if a business/organization focuses solely on quick revenue and neglects long-term growth strategies, it misses the big picture.

One way of widening the window is identifying your "good mattress" (e.g., the tangible offering like a product or service consumers pay for) and your "good night's sleep" (e.g., the emotional value).   

Sometimes we get too hung up on our personal agendas and see ourselves as the only problem solver.

Similarly, if a business owner or an organization leader prioritizes personal benefits and fails to recognize team dynamics for overall success, he/she misses the big picture. Neither would a company wants their employees to be driven only by a paycheck.

Create shared experiences within the company/organization (e.g., celebrating employment anniversaries, individual or collective achievements) will help everyone deepen the relational dynamics. 

Sometimes we fail to change our perspective and consider other possible points of view.

Similarly, if a business/organization gets buried in the day-to-day and does not spend time looking at customer data and industry trends, it misses the big picture.

Acknowledge team members' contribution in their area of expertise while helping them appreciate what others bring to the table. 

If you have participated in my workshops or have worked with me on brand development, you will know that I am a big picture person.

I love to find patterns in complex processes and will attempt to make sense of it through pictures and with minimal text. While a picture is worth a thousand words, we are all unique and may interpret what we see differently.

I will be publishing in this Facebook album illustrations that explore key brand concepts and strategies, and inviting people to share what it means to them. 

Branding can be complex but it is my hope that through illustrations, we can spark creativity, ignite conversation, and help each other discover meaningful branding and marketing strategies.