Obsessed

1. Brand is the Core of Business, Not Just an Add-on

Brand should be the ongoing, guiding force that drives how a business behaves.

Brand as DNA. In today's competitive landscape, brand is no longer just a logo or tagline. It's the fundamental essence of a business, shaping every aspect from product development to customer service. Successful companies integrate brand thinking from day one, using it as a compass to guide decision-making and growth.

Beyond aesthetics. A strong brand goes deeper than visual identity. It encompasses:

• The company's core values and mission
• How the business solves customer problems
• The emotional connection with consumers
• The overall customer experience

By treating brand as the heart of the business rather than a surface-level addition, companies can create a more cohesive, authentic, and compelling presence in the market.

2. Solve Real Problems to Create Meaningful Connections

To build a brand that people truly fall in love with, that goes beyond a practical solution and actually becomes a valued part of their lives, you have to identify more than just the obvious need (or needs) you're answering.

Dig deeper. Successful brands don't just offer products; they address underlying human needs and desires. To uncover these deeper motivations:

• Use the "why test" to probe beyond surface-level problems
• Consider emotional and psychological needs, not just functional ones
• Look for universal human truths that resonate across demographics

Create genuine value. By focusing on solving real, meaningful problems, brands can:

• Build stronger emotional connections with customers
• Differentiate themselves in crowded markets
• Inspire loyalty and word-of-mouth promotion

Examples like Airbnb show how addressing deeper needs (belonging and authentic travel experiences) can transform an industry and create a devoted following.

3. Elevate Functional Benefits to Emotional Stories

The brands that people love the most effortlessly combine the functional with the emotional.

Beyond features. While functional benefits are important, they're often not enough to create true brand love. Successful brands elevate their offerings by:

• Connecting product features to emotional benefits
• Crafting compelling narratives around their products
• Creating experiences that resonate on a deeper level

Balance rationality and emotion. The key is to:

• Start with a genuinely good product or service
• Identify the emotional impact of its functional benefits
• Craft messaging and experiences that highlight both aspects

For example, Allbirds doesn't just sell comfortable shoes; they tell a story of exploration, sustainability, and curiosity. This emotional layer transforms a utilitarian product into something people genuinely connect with and want to talk about.

4. Align Your Brand with Customers' Sense of Self

The most successful brands of today recognize that in order to create meaningful and lasting relationships, they need to find new and positive ways to tap into people's sense of self.

Identity alignment. Modern brands succeed by:

• Understanding their target audience's values and aspirations
• Crafting brand identities that reflect these values
• Allowing customers to express themselves through the brand

Beyond demographics. Focus on:

• Psychographics: attitudes, beliefs, and lifestyles
• Shared values and worldviews
• How your brand can help customers become their ideal selves

Examples like Everlane show how aligning with customer values (transparency, ethical production) can create strong brand loyalty and advocacy. When customers see themselves reflected in a brand, they're more likely to form deep, lasting connections.

5. Build Community Through Shared Values and Experiences

The brands that have successfully built community are the brands that people mutually obsess over, and this shared obsession creates a bond among strangers that is felt even if it can't be seen.

Foster belonging. Strong brands create communities by:

• Uniting people around shared values or interests
• Facilitating connections between customers
• Creating experiences that bring people together

Beyond social media. True community building involves:

• Shared rituals or experiences (e.g., Sweetgreen's music festivals)
• Insider knowledge or language
• A sense of collective identity and purpose

Brands like Spotify demonstrate how fostering connections between users (through shared playlists and data-driven campaigns) can create a sense of belonging that transcends the product itself.

6. Focus on a Specific Audience and Offering

Instead of coming out of the gate with forty different styles, each in ten different colors, many of these brands launch with just one or two products.

Embrace simplicity. In an era of overwhelming choice, focused brands succeed by:

• Offering a curated selection of high-quality products
• Clearly defining their target audience
• Simplifying decision-making for customers

Start small, grow intentionally. Benefits of a focused approach:

• Allows for a clearer brand narrative
• Builds a loyal core audience before expanding
• Reduces operational complexity in early stages

Examples like Away (launching with a single suitcase) show how starting with a focused offering can lead to stronger brand identity and customer loyalty before expanding to a wider range of products.

7. Create a Cohesive Brand Experience Across All Touchpoints

Brand should never be a deception; it should be a delightful expression of a product's truth, and ultimately a positive force in people's lives.

Consistency is key. A strong brand ensures that every interaction reinforces its core values and promises. This includes:

• Product design and packaging
• Customer service interactions
• Marketing and advertising
• Digital presence and user experience

Deliver on promises. Brands must:

• Ensure that the product or service lives up to the brand's claims
• Create alignment between marketing messages and actual customer experiences
• Continuously refine and improve based on customer feedback

By creating a cohesive, authentic experience across all touchpoints, brands can build trust and loyalty that extends beyond individual transactions.

8. Embrace Transparency and Authenticity

Everlane's message to consumers is that it's not their fault they've been overpaying for clothing up until now. It's because of inefficiencies and deceptions in the system.

Open communication. Modern brands build trust through:

• Transparency about pricing, production, and business practices
• Honest communication about challenges and mistakes
• Inviting customers into the brand's journey and decision-making

Beyond marketing. Authenticity requires:

• Aligning business practices with stated values
• Admitting and addressing shortcomings
• Genuine commitment to improvement and social responsibility

Brands like Everlane demonstrate how radical transparency can become a core part of brand identity, attracting customers who value honesty and ethical practices.

9. Use Language to Foster Belonging and Insider Status

Through its choice of language, a brand indicates who it's for and, just as important, who it's not for.

Speak your audience's language. Effective brand communication:

• Uses terminology and references that resonate with the target audience
• Creates a sense of insider knowledge or belonging
• Differentiates the brand from more generic competitors

Balance inclusivity and exclusivity. Brands must:

• Carefully consider how language choices affect perceived accessibility
• Create a balance between specificity and broad appeal
• Use language to reinforce brand values and personality

The Skimm exemplifies how a distinct voice and language can create a strong sense of community and loyalty among a specific audience segment.

10. Balance Innovation with Familiarity

Familiar problem, unexpected answer. It's that combination of comfort and surprise that enables new brands to so quickly make their way into people's lives and become indispensable.

Innovate thoughtfully. Successful new brands:

• Address familiar problems in novel ways
• Combine innovative solutions with recognizable needs
• Make new concepts feel accessible and relatable

Ground innovation in human needs. To succeed, brands should:

• Identify universal human desires or pain points
• Offer innovative solutions that feel natural and intuitive
• Communicate new ideas in familiar terms

Brands like Airbnb demonstrate this balance, offering a new way to travel (innovation) that taps into the universal desire for authentic, local experiences (familiarity). This approach allows brands to disrupt industries while still feeling relevant and desirable to consumers.

Last updated: March 21, 2025