Resonance

Don’t confuse imagery with things like logos and fonts, though these may be a part of it. Instead, consider imagery to be more about customer perception and brand image.

Brand image deals with the types of feelings a customer has about a brand. In order to create a positive brand image, you’ll need to do the following:

• Learn more about your audience


• U

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If your headline completes the sentence “Our product is...” You’re not using their words. If your headline completes the sentence “Now you can ______” or “I wish I could _____” or “Someday I hope to _____” then your language might resonate

Starting with language/market fit brings three other big advantages:

1. Speed - Product build-measure-learn cycles, even just prototyping, can take weeks. But you can iterate language 5X in a single day.

2. Traction - A pre-launch lead-capture site (that markets the product to validate demand) with 25% conversion is a strong signal to potential inves... See more

‘Feelings’ shares the third rung with the ‘judgments’ quadrant, making it a part of the ‘what about you?’ stage of the model.

Feelings, at least in this regard, means the amount of attachment customers have towards a brand.

How to achieve it

There are many ways to fuel customer emotions through your branding, though one method seems to stand out – br... See more

Judgments refer to how customers feel about a product’s quality and ability to outperform other brand’s products.

How to achieve it

As ‘judgments’ appears on the third rung, it is part of the ‘what about you?’ stage of the resonance model.

In order to influence customers to hold positive judgments about your brand, determine new and unique ways to im... See more

The feel of things vs the think of things.

My mentor John Borthwick recently turned me to the phrase: “The truth of a thing is the feel of it, not the think of it.”

I’m thinking about how the only way to get better at making things is to make things, and to let the thinking happen inside the work – where you can judge a thing based on how it feels –... See more

A brand is always answering two questions. The first one internally facing: What do we believe? The second, externally: How do we behave? You must remain authentic to yourself, your core values, and what you stand for. If you’re not, people will sniff you out. But your brand must maintain cultural congruence — remaining relevant to the times, alway... See more