Knowing your customer is great only so long as you use that insight to build your brand story.
How Well Does Your Brand Know Its Customer?
During the baby boomer years (1946-1964), 75.8 million Americans were born (in 1957 alone, 4.3 million babies were born — very busy times 😉 ).
The result today, according to various reports, is that 10,000 baby boomers are retiring every day for the next 20 years or so (that’s a rate of one person turning 50 every 7 seconds).
What’s more startling is the increase in need and care to help those in their senior years live a quality life with minimal compromise while ensuring those who care for those seniors are given the proper tools, something that has been very inconsistent leaving both caregiver and client in a compromised outcome.
Showing Customers the Respect They Rightfully Deserve
That’s where Haley Gray and her startup came in.
We’d spoken about her startup designed to provide excellent care, not only to seniors, but also to the caregivers whose job it is to provide quality assistance to aging citizens.
She had a working name of Hope. Love. Grace. when we first spoke.
After reviewing the name and what it conveyed, it sounded nice but was not instantly clear what it was. Some of the questions with that name were:
- Was it a place to offer refuge?
- Was it for victims of domestic violence?
- A halfway house?
- Who was it designed to service? and
- What exactly was this organization about?
After review, I had an insight: today’s families have become very decentralized. The family nucleus for many has become spread out geographically.
With this insight, I recommended an alternative name to convey the service she and her team would be providing: Extension of You Home Care (since families, whether near or far, want someone who can be an extension of their own level of care and interest) and developed the design below collaborating with the illustrative icon talents of the terrific Felix Sockwell to connect with their customer:
Telling Your Brand’s Story:
The 3-step Method to Making It Mean Something
The majority of brands have “an untold story.” Something that is plainly obvious to them — internally.
Only problem: it’s not obvious to others, specifically customers (and sometimes isn’t even suspected by them).
Want to see a powerful example of an INC 5000 company that dealt with this? Click here.
To convey a brand concept, there is an exact sequence I use to powerfully, effectively and succinctly tell a brand’s story: Pain, Agitation and Solution.
- Pain is the problem your audience is having.
- Agitation is helping them face the truckload of inconveniences this problem causes them.
- Solution is life without that problem.
Of course, it all starts with knowing your customer.
So how did I tell this story for Extension of You Home Care in a simple and powerful way?
Answers what problem it solves.
With a message that sticks.
How is your brand telling its story? (If your answer isn’t satisfying your objectives, let’s talk.)
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