<The Essence of Brands: Biographies and Personalities in Products>
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“We don’t do business with companies. We do business with people.” — Simon Sinek
I belong to the category 15–1255, defined by the U.S. Bureau of Labor Statistics as Web and Digital Interface Designers. While I’m not fond of labels, I often resist being lumped into the broader 15–000 category, which encompasses all Computer and Mathematical Occupations. My work is centered around humans rather than machines; I design for and interact with people. The technology and the companies that produce it are merely tools that bridge our interactions.
Currently, we are inundated with discussions about Artificial Intelligence, with countless articles and think pieces flooding my news feed. The hyperbole surrounding these advancements could easily turn into a drinking game, with a shot for every exaggeration and a beer for every alarming headline.
But this is not one of those sensational pieces—I'm grounded in reality here.
Despite varied reactions to AI's rapid evolution, it's crucial to remember that our technology, at its core, is built on code—not flesh and bone. The initial line of code contains the collective autobiography of countless individuals who have made choices that shape their products. This leads to experiences that can embody distinct characteristics, even a personality, which users will come to trust and engage with. AI has merely amplified this phenomenon.
I hold three fundamental beliefs regarding the Brands and Products that connect us in today's market:
- Brands should represent the individuals who create the products and their aspirations.
- Products must reflect this biography while meeting customers on their terms. Although I might describe it as "where users shake hands with brands," the reality is often more complex.
- The importance of being likable cannot be overstated—this applies to individuals, brands, and especially products.
“People do business with people they know, like, and trust.” — Various sources
A brand can be seen as an elaborate biography. The products a company offers should manifest its brand identity. These products can be digital, physical, or hybrid, but they all carry unique identifiers.
In founder-led organizations, brands can start with the vision of the founder and expand to include contributions from all employees. However, as companies grow, they must balance maintaining a clear identity without diluting it into a vague collective image.
Some argue that founder-led companies often outperform their competitors due to the authentic traits that guide their operations.
> “Three sets of hard-edged practices and underlying attitudes, tracing back to the way the founder had set up the company, emerged consistently. In other words, how founders built their companies on the inside, from the start, influenced their companies’ success on the outside, for a long time…” > — Founder-Led Companies Outperform the Rest — Here’s Why, Chris Zook, HBR
In larger, established firms, genuine brand narratives can seem less authentic. While mission and vision statements may serve internal purposes, they often fall short of external branding efforts. Marketers should avoid over-polishing these narratives.
Brands are not individuals, yet they are often personified by the people behind them. They will never be flawless.
Moreover, brands are not solely defined by their creators; they are shaped by public perception and the actions they take, such as delivering desirable products.
Embrace both perspectives.
Products act as tangible proof of a brand's identity. When a brand is understood as the biography of a business, its primary function becomes creating goods or services that embody its values and style. This applies whether selling enterprise software or agricultural supplies.
It's essential for a brand to connect with an audience that feels a sense of honesty and goodwill toward it. Ideally, this audience should become advocates for the brand, helping to expand its reach.
The most successful brands resemble religions or sports teams, as they evoke distinct emotions that shape identity and are communicated through products. Customers feel they gain more than just a product; they acquire a sense of belonging and a value proposition.
Top brands transform their offerings into tokens of their narrative. However, this can be challenging with less tangible products. My work primarily falls within the realm of software development, which presents an opportunity and a responsibility to create products that prioritize human connection and improve the world.
“People spend money when and where they feel good.” — Walt Disney
The Challenge Ahead
Tech businesses face numerous challenges, often tied to design and marketing.
To keep it straightforward:
- Businesses can fail due to poor products. Those of us in the 15–000 sector can provide countless reasons for product failures—timing, customer misalignment, or a market that is simply too small, to name a few. Thankfully, with so many potential pitfalls, there's hope for rapid learning from failures.
- Businesses can fail due to weak brands. In the past, strong products could thrive on their own merits, but the landscape has changed.
The unfortunate reality is that there’s no universally accepted method to measure brand value, yet efforts are being made.
To identify a strong brand, consider this blunt observation:
> “Show me any high-margin product, and I will show you something that either makes you feel closer to God, makes you feel like a better parent, or makes you feel more attractive to potential mates.” > — Scott Galloway, Prof G Markets Podcast, February 27th, 2023
Creating exceptional products and memorable brands is labor-intensive, often requiring a mix of luck, timing, and market conditions. However, sustainable success hinges on a principled brand paired with a product that provides a unique experience.
Moreover, the best brands enhance the emotional rationale for purchases, turning them into meaningful transactions. The synergy between a compelling brand story, desirable products, and an engaged audience can yield extraordinary results.
In essence, you need the cake, the icing, and an eager guest—all elements must complement each other.
I've witnessed brands with poor products struggle; all icing without a solid foundation collapses under scrutiny. Conversely, a well-designed product lacking brand support will not endure. Products without emotional resonance struggle to command premium prices and fail to influence purchasing decisions in a competitive market. Up to 95% of our purchasing choices are driven by emotion rather than logic.
Brands evoke feelings from customers; products prompt action.
“Technology is synonymous with connection with other people.” — Sebastian Thrun