The Mosaic Brand Experience
Like a lot of things in life and business, many people think that the development of a brand is LINEAR.
You know…a ”started from the bottom, now we’re here” type of deal.
And it’s no wonder, really. All our lives we’re taught that all success is linear. First we learn a thing, then we get tested on it, then we get rewarded for it, then we get the next thing.
And so it goes, until the day you die.
Because that’s what were taught as small children, that’s how we end up believing everything works in the business world too.
A typical “brand building experience” looks like this (from Hubspot’s How to Develop a Unique (& Memorable) Brand Identity in 2022):
Research your audience, value proposition, and competition.
Design the logo and a template for it.
Integrate language you can use to connect, advertise, and embody on social media.
Know what to avoid.
Monitor your brand to maintain its brand identity.
And while I’m actually a HUGE fan of the information coming out of Hubspot, this “step-by-step guide” immediately makes our conditioned brains go to a ladder. First I do this, then I do this.
Here’s the rub. Brand building is NOT linear. Because the human experience is not linear.
Mosaic vs. Linear Growth
So, if we DON’T develop a brand linearly, how does it happen? MOSAIC-ly.
Like a mosaic, each experience ADDS to the entire image. But the experiences don’t get added in only one direction. They go up, and down, and across, and sometimes even over.
Let’s use an example.
Let’s say you see an advertisement for a comfy sofa in a flyer. That’s Experience #1.
Then you check it out on the website to learn the dimensions. Experience #2.
You go to the store to actually sit on it, but they don’t have it in stock. Experience #3.
You sit on a different sofa instead. Experience #4 (maybe event 5, 6, 7, 8)
The sales person hovers over you the entire time making you uncomfortable. Experience #9.
You end up purchasing one [#10].
The buying process takes forever [#11].
Then, you can’t get it delivered for about 8 weeks [#12].
When you finally get your sofa, one of the legs is broken [#13].
You call the store to get a replacement part. They give you the number of another call center, because they don’t handle “damaged items” at the store [#14].
You talk to a super nice and helpful person at the call center [#15].
You get your replacement part the next day [#16].
Your new sofa matches your color scheme perfectly and is SO comfortable [#17].
Get the picture?
There are good experiences. There are bad experiences. Some build on each other. Some are stand-alone.
A MOSAIC.
Someone’s brand experience of YOU is built the same way.
They like that you said THIS.
When you said THAT, it challenged them in an uncomfortable way.
They like how they FEEL in your presence.
You push them to move out of their comfort zone to grow, which makes them UNCOMFORTABLE.
Brands, like Experiences, are DYNAMIC
They are constantly happening. And changing. And growing. And evolving. Transforming. Choose your favorite word.
But one thing they AREN’T…is static.
You don’t make it one day and then POOF! Done.
Every single action you take adds to the dynamism.
So, how can we take this into consideration when building a personal brand?
Know Your Intention
It all starts by defining your intention.
What experience do you want to create?
What do you want people to know about you? What do you want them to feel?
And then take ACTION that is in alignment with that intention.
Every day.
In every interaction.
AND…
Forgive yourself when your intention and the end impact don’t align.
And then adjust.
Evolve.
Transform.
Into a BEAUTIFUL mosaic 💖
Interesting in exploring what YOUR Mosaic Brand Experience looks like? Book a Discovery Call :)
