How to align your brand with customer needs

The Brand Commitment Framework is from Marty Neumeier's book The Brand Flip.

This is a really great book if you want to understand how to build a meaningful brand today and how it's different from the old marketing days. From a marketing standpoint, it does a solid job of reinforcing a problem + customer focus rather than a product+solution focus. This framework will allow your brand to reflect the values of your users and build a meaningful relationship with them in an authentic way.

Here's an example of how I applied the framework for my startup, Personify.

Customers Company
Identity Purpose
Who they are Why we exist
Product teams made of up of a designers, product lead and developers who are talking to customers and creating product experiments to find product market fit. Help product teams uncover user problems really worth solving and learn from shipping outcomes.
Aims Onlyness
What they want What we offer
A way to stay focused on solving problems that really matter to ship outcomes that are impactful for users and the business alike Our brand is the only productivity tool that allows product teams to shape, ship and measure solutions to user problems creating value for the business and users alike.
Mores Values
How they belong How we behave
1. Believes in iterating and shipping rapidly but wary of becoming a feature factory. Wants to ship with purpose.
  1. Desire to foster greater cross-functional alignment and collaboration without introducing more overhead.
  2. Overwhelmed trying to create a clear, and consistent narrative from all the qualitative and quantitative data across platforms
  3. Tribal adoption of tools - eager to learn from peers but reticent to new tools or workflows that increase context switching. | 1. A well defined problem is half the solution.
  4. Context drives purpose.
  5. Making, shipping is a super fun way to learn.
  6. Business value is only generated when user value is received. |

Customer side (IAM)

Identity

Who they are

How to use this:

Use your user persona to guide who they are. This is informed from user research and insights captured directly from your users.

My example:

Product teams made of up of a designers, product lead and developers who are talking to customers and creating product experiments to find product market fit.

Aims

What they want