Can perfection and beauty be a burden on your brand ?

So recently,we had an internal debate on why some brands that look not so attractive, using 21st century design standards, gain so much traction and growth, while their classy, built to perfection looking competitors still struggle with growth. For example why are the likes of lindaikeji.com and nairaland.com with websites that don’t necessarily meet world class design standards and aesthetics still have lots of user interactions and thousands of daily visits? In trying to reconcile this paradox, we unlocked this insight:

The more similarity your brand persona shares with your target audience the more their interaction with your brand.

so in essence,

YOUR TARGET AUDIENCE MUST FEEL COMFORTABLE WITH YOUR BRAND PERSONA TO INTERACT AND RELATE WITH IT.

A brand is not just a definition of a business or a perception painstakingly built by a brand manager(s), it is a persona your target customers interact and communicate with subconsciously and consciously.

A brand is more effective if its target users are very comfortable with it. To do so, it’s important you understand who your target audience is, as you craft your brand. It is crucial to factor in their background and worldview in your brand creation process.

Now picture this hypothetical situation:

A young man who has lived in the village all his life, in a twinkle of an eye is transported to a high brow hotel to live in. Chances are that he will find it very difficult and uncomfortable to adapt to his new environment immediately. He will grapple with the feeling of not belonging for a while until he gets to adapt.

Away from the hypothetical, in business, as a brand your target audience will not try to adapt to your brand, if they feel more comfortable with a competing brand, they will simply switch. This means it is very important to create a brand that does not make your target customers feel uncomfortable.

In essences, It is okay for your brand to be ugly if that is what is needed to appeal to your target audience, it is okay for your brand to be beautiful if that is what is needed to appeal to your target audience:  It is okay to be what your target clients want to interact with.

At Endgame the strategy company, we typically consider this while deploying our products Jumpstart, Growth, Loudspeaker and Content to help Start-ups, Small businesses, NGOs build brands that appeal and resonate with their target audience and achieve their growth targets.

OUR EXPERTISE

Our Products

Launch your startup, brand, product, business or NGO with ease. Start with clarity and position your venture for success and growth from day 1.

Know more
Launch your startup, brand, product, business or NGO with ease. Start with clarity and position your venture for success and growth from day 1.
Know more

A service package designed to help your business, NGO or venture achieve growth in revenue, sales, donations or brand awareness.

Know more
A service package designed to help your business, NGO or venture achieve growth in revenue, sales, donations or brand awareness.
Know more

Empower our team of content strategist and creators to tell stories and create high-quality written, video and graphic content needed to drive home your message.

Know more
Empower our team of content strategist and creators to tell stories and create high-quality written, video and graphic content needed to drive home your message.
Know more

A service bundle designed for political campaign managers, media aides, strategist and consultants to be their one-stop hub for all the branding, media content & strategic communications they need, to run a winning political campaign for their candidate.

Know more
A service bundle designed for political campaign managers, media aides, strategist and consultants to be their one-stop hub for all the branding & media communications they need, to run a winning political campaign for their candidate.
Know more

Unleash our network of influencers and media partners to spread your message, and inspire action.

Know more
Unleash our network of influencers and media partners to spread your message, and inspire action.
Know more