You, your product, and your brand are not at the center of the solar system.

When working in marketing or advertising, the brand is all-consuming. You think about it constantly— how to improve it, how it compares to competition, how and why people do or don’t choose it. This quickly becomes an involuntary process, kind of like the Tetris effect. (Definition: “When people devote sufficient time and attention to an activity that it begins to overshadow their thoughts, mental images, and dreams.”)

This is great for you. You’re passionate, you’re deeply ingrained in the work, and you’re devoted to achieving results. The only problem is that no one but you is thinking about the brand this way.

The product is the center of your universe. But for your customers, it might be more like Europa, ice-laden second of the four Galilean moons of Jupiter. As in, a very small celestial body in the grand solar system of their everyday lives. And that’s okay! People can’t live their lives in a constant state of admiration for their dish soap. But you need to know your brand’s place in the sky in order to effectively communicate with your target market.

Keep your brand in perspective. How is it used by consumers? Why do they like it? What are the everyday situations in which it is used? Figure out which corner of life your brand occupies and completely own that space. If your product is a simple solution to a common annoyance, accept it and own it with authority, evidence, and humor.

30-Day Challenge #14