Our approach to creating relatable brands for our clients.

Q:

Does our logo look tired? Can you tell us how we should update it? Is the orange still relevant? Is the typeface dated? Is the icon working?

A:

If we answered these questions before asking many more first, we would be referencing our ideas of what is valuable, relevant, and interesting. Those answers would be about us, not about youyour customer or the true value you represent and therefore, they would be wrong.

If that was our process, we recommend you fire us.

Your questions need answers that come from looking more deeply at who you want to have a conversation with. Who do you serve? How do you serve them? What is the most important way that your service improves their life? How are you serving them vs. the competition? What insights and additional questions come from asking these questions? And so on.

The answers can reveal which services your customers need and value, and which may need to change, a little or a lot, to better meet customer’s true needs and practices as well as revealing clues as to the best way to speak to your customer so that they can hear you.

The world changes with ever-increasing speed. Thus, the way you talk to people, the reasons you think they work with you or buy from you and the narratives and media channels you use all benefit from consistent, periodic evaluations.

Pop Quiz

Who is using your product? What are their 3 biggest stressors daily? 

Why and how do your customers choose and use you?

What are you doing now that positively impacts your customers lives that your competitors are not?

And how is that message reaching your customer? 

If you haven’t considered these questions in a while, we can help you through the process.

And from there, we can talk about the color of your logo.

At Seed Agency, we help clients navigate their brands through an ever-changing landscape of customers, behaviors, media platforms and data. If you need a partner in better navigating toward your own north star, we are here to help.

 

Can I borrow your eyes for a moment? Using empathy to better understand and engage your ideal customer.

To win eyeballs you might want to first imagine they are yours.

It’s very easy to look at perceived behavior and data, and project what people want. But it’s another thing to empathize with the experience of your key customers to better understand where they might be coming from and what they need from you.

You want their attention, their eyeballs, but what you really need are their eyes.

To better understand how to get their attention, imagine first that you can borrow their eyes and look out. While you’re at it, borrow their shoes as well. You don’t need a degree in cultural anthropology, as fascinating as the Yanomamo people and indigenous tribes of Africa can be. Instead try pausing for a moment letting go of your own view of the world, and your own beliefs and stories of how things work and simply imagine that you are your target customer.

What is that customer thinking about when he/she wakes up? What is their biggest challenge of the morning or day? What do they need most? And how does what you do solve for that need?

Use data. Use empathy. Use both to gain broader insights into the real challenges your customer faces and how you can help solve them.

“Is there a greater miracle than to see through another’s eyes even for an instant.”

-Henry David Thoreau