Lean Branding

Chapter 12. Conclusion

What are your customers’ first thoughts when they think about you? This can be a pretty scary question to think about. Throughout this book, you learned how to build, measure, and pivot your brand’s value creation story, visual symbols, and growth strategy according to their effectiveness at generating conversion.

Why would you put yourself at a disadvantage? Your largest competitors are building brands and harnessing their power to acquire and activate your potential customers. My goal with Lean Branding is to open your eyes and those of your team members to the essential ingredients of a high-conversion brand—hoping that you will align around the creation, measurement, and iteration of these ingredients to maximize growth.

In Part I, Build, we discussed how to create a minimally viable brand experience in the marketplace by starting out with 25 ingredients of a brand’s story, symbols, and strategy. You learned about the importance of consumer aspirations in this process: how they must be embedded in your value creation story to provide your customers a shortcut to self-realization.

You also learned how to convey this story with visual brand symbols that leverage existing mental associations to connect your brand with a given set of values and goals. Lastly, you saw how brand communication channels provide effective outlets to show your story, harness the power of your visual symbols, and boost conversion. Throughout the section, you were also introduced to ...