Brand Identity = Measurable Customer Behaviours (1 of 2)
If you search online, you'll find many different brand identity definitions that point to various components such as your values, communication style, what you want people to feel when they interact with you, how recognisable you are, the promises you make, tone, voice, fonts, colours, etc.
Rui Lapa
3/15/20234 min read
If you search online, you'll find many different brand identity definitions that point to various components such as your values, communication style, what you want people to feel when they interact with you, how recognisable you are, promises you make, tone, voice, fonts, colours, etc.
These achieve some level of awareness but lack tangibility for most industrial businesses. Industry original equipment manufacturers (OEMs), dealers, distributors, and service providers need tactile definition:
Archetypes
Archetypes have proven useful as a simple framework for helping define customer behaviours since they play a role in influencing human behaviour, according to Carl G. Jung¹ , a Swiss psychiatrist and psychoanalyst.
With some industry input, I have mapped out some of the top mining and construction manufacturers onto the 12 brand archetype illustration.² Though there may be some debate about each OEM placement, this simply serves as an example to help you figure out your brand-customer relationship.
Why am I here as a manufacturer, dealer, distributor, or after-sales provider?
Real example #1 : Mountain snow groomers keep failing within the warranty period, leaving the customer unsuccessful in figuring out why. They follow all the OEM recommendations, to no avail.
Hero: If you have a reputation for saving the day, one of your service managers is likely one of the customer’s ‘pinned’ text message contacts (SMS or WhatsApp)
What primary market behaviour do I want to be known for?
Real example #2: Looking for help completing a new and unique infrastructure project, a customer is unsure how to approach the project from a technical standpoint.
Creator: You have a better chance of being the first contact if you have a reputation for coming up with innovative job site solutions.
This is not new, and yet, in dealing with many companies, most want to leap forward to brand identity deliverables such as voice, logo, typography, colours, etc. Additionally, firms are eager to transition to using terminology that is recognised in the business world without first doing a strategic analysis of their primary purpose: a behaviour-oriented relationship. Exploring your core business archetype is an excellent way to discover your brand identity.
Your distinct brand identity must be linked to repeatable, scalable, and measurable customer behaviours.
Under customer pressure, you always figure out a way
When the customer asks if there is a better way, you consistently invent
If you search online, you'll find many different brand identity definitions that point to various components such as your values, communication style, what you want people to feel when they interact with you, how recognisable you are, promises you make, tone, voice, fonts, colours, etc.
These achieve some level of awareness but lack tangibility for most industrial businesses. Industry original equipment manufacturers (OEMs), dealers, distributors, and service providers need tactile definition:
Archetypes
Archetypes have proven useful as a simple framework for helping define customer behaviours since they play a role in influencing human behaviour, according to Carl G. Jung¹ , a Swiss psychiatrist and psychoanalyst.
With some industry input, I have mapped out some of the top mining and construction manufacturers onto the 12 brand archetype illustration.² Though there may be some debate about each OEM placement, this simply serves as an example to help you figure out your brand-customer relationship.
Why am I here as a manufacturer, dealer, distributor, or after-sales provider?
Real example #1 : Mountain snow groomers keep failing within the warranty period, leaving the customer unsuccessful in figuring out why. They follow all the OEM recommendations, to no avail.
Hero: If you have a reputation for saving the day, one of your service managers is likely one of the customer’s ‘pinned’ text message contacts (SMS or WhatsApp)
What primary market behaviour do I want to be known for?
Real example #2: Looking for help completing a new and unique infrastructure project, a customer is unsure how to approach the project from a technical standpoint.
Creator: You have a better chance of being the first contact if you have a reputation for coming up with innovative job site solutions.
This is not new, and yet, in dealing with many companies, most want to leap forward to brand identity deliverables such as voice, logo, typography, colours, etc. Additionally, firms are eager to transition to using terminology that is recognised in the business world without first doing a strategic analysis of their primary purpose: a behaviour-oriented relationship. Exploring your core business archetype is an excellent way to discover your brand identity.
Your distinct brand identity must be linked to repeatable, scalable, and measurable customer behaviours.
