It’s hard sometimes… trying to hang with the cool brands. You see them, out there, with their fancy logos and multi-million dollar ad campaigns. As a small business you want to be them, but without a huge budget how can you compete with the existing “cool kids”?
The Art of Being Cool has nothing to do with the amount of money you spend per month on “cool status”, it is about the foundation that you build, the effort you put in and the opinions created by your customers, which doesn’t always mean spending $5,000 on a monthly social media campaign, capeesh? (Yea we still stay capeesh here)
Step 1: Research for Realz
What makes a brand cool? While being cool isn’t an exact science you can take note from other industry leaders. By looking at their brand you can get an idea what customers like about them. Do they have contemporary style that speaks to a demographic or does their content differentiate them from their competition? Your approach should always be original, however, it is okay to utilize what has worked in the past for similar businesses as a foundation as they have already played the game of what works and what doesn’t.
Step 2: Branding Is So Basic… Wait is basic a good thing?
Who knows if being basic is a good thing when it comes to the cool factor, but branding basics are essential to your efforts. First is the brand vision. The actual backbone of your whole branding persona comes from your vision and mission, which includes what it is you do or provide and how it will benefit your customer base. The simpler the better.
Next is the aesthetic aspect of your branding. The logo and brand guide. This is where “cool” comes into play. You can say a lot about a brand through their visuals and is why a great graphic designer will be able to create a persona you are looking to portray.
Step 3: The New Classic
Now that you have the look and can walk the walk, it’s time to see if you can talk the talk. Content & social media can be a game changer when it comes to the evolution of a cool brand. Many business get hung up on social posts and blogs for their website. The pressure of being engaging can sometimes be so much that the content comes across as flat or fake.
Our advice? Be yourself. If you talk to your customers through content as though it were a regular conversation, your posts won’t seem so robotic or generic. The more genuine and “real” you are, the more comfortable your demographic will feel and the more likely they are to see you as a “friend” and not a business that is just trying to sell them a product or service.
Being cool doesn’t happen overnight for a small business, it takes work from you and your customers. So keep their taste in mind and give them a brand to talk about.