Hi Reader,
I had new kitchen appliances installed last week.
They’re a HUGE upgrade from the old basic white condo appliances I’ve had forever. They look super slick, my fridge opens at eye level, and the dishwasher sounds more like a purring kitten than a tank heading into battle.
And while I like them a lot, I didn’t actually choose them for me.
I’m getting ready to sell my condo — and so when I called Alex, my appliance guy, he made his recommendations accordingly: Stainless steel. Clean lines. Minimal handles. A counter-depth fridge that doesn’t stick out like larger, boxier options do.
Everything that would make the space look modern, upgraded, and appealing to first time home buyers in a tough economy.
If I were buying for myself, I’d probably have done things differently. I’d have looked for a warming tray below the oven. Extra freezer space (there’s never enough freezer space). An induction cooktop.
But Alex didn’t ask me about any of that… because none of that actually matters.
The business goals and outcomes changed my priorities, and they changed his recommendations.
And as a result, we made totally different decisions about the best choice for my kitchen than if I were staying in it long term.
The same thing is true for the way you build your brand.
It’s tempting to let the tail wag the dog when it comes to branding decisions:
What looks the prettiest or sounds the best?
What’s trendiest?
Which option does our best friend or partner prefer? (Unless they actually are your ideal customer FOR REAL, please please please don’t make your best friends your focus group. I’m begging you.)
Instead, your strategy should be anchored in your business goals and outcomes.
Are you trying to attract better clients at higher prices?
Create more freedom in your schedule?
Grow your team?
Step into a new market?
The way you answer these questions will shape the direction your brand takes — just like my goal of selling my condo shaped the recommendations Alex gave me for my appliances.
Whether you're rebranding, rewriting your copy, working on your voice, or just trying to figure out where to spend your time and money, every decision needs to start with where you're going — which means you have to know where that is first.
And if that feels overwhelming, that’s not a you thing! Connecting the big picture business stuff to individual branding decisions can be challenging.
If you need a hand, reach out any time for help. A strategy session is a great place to start — or hit reply if you’d like early access to a new Brand Roadmapping service that I’ll be opening up soon.
Have a great weekend!
Kristen