Crystallize a Brand Identity Your Fans Can Articulate

Can you draw your big idea or company mission on a napkin??

You’ve probably described a time when an “idea takes shape” as you formulate something new. Some (lucky) people can clearly see the shape of ideas as they build or listen to them. The rest of us may need help unlocking it to see the magical effects of an idea crystallized in a simply elegant visual.?

I had the pleasure of interviewing ?? Theresa Rose, CSP?? , a renowned brand and business crystallizer, who shed light on the power of connection and co-creation in building a fan base. Since we spoke, I’ve continued tinkering with the Brand to Fan model and how it can be communicated visually. It’s still a work in progress, but I like the challenge of simplifying this complex model to be drawn on a napkin (or illustrated in my gestures from the stage).?

The Power of Crystallization

Theresa shared a fascinating example of how she simplified a client's brand message to four words: sit, breathe, think, feel. This crystallization exercise helped the brand to simplify their complex message, leading to a global movement and passionate community. Marketers can apply this approach by distilling their brand message into three to seven words that truly capture the essence of their mission and values. Simplicity and child-friendliness often resonate deeply with audiences, so refining your brand in this way can create a powerful and magnetic connection with your fans.

What Shape Does Your Idea Take?

Once your brand message is distilled to a few words, you can put shape to those to create a visual model. I have been hooked on the idea of visual models ever since I saw Neen James, MBA CSP create them for speaker’s big ideas during my Heroic Public Speaking Training. Every core idea I’ve built since then has gone through a variety of shapes to find the right fit.

Theresa talks about the purpose that shapes lends to idea shaping. For example, triangles demonstrate progression from a foundational base to next steps. Circles, she says, have “more soul” as they appear frequently in nature. Squares are masculine and organizational. They are good for step-by-step process. While no one claims an octagon would simply demonstrate their idea, different shapes from your industry or background may also work well to anchor your visual model.?

Co-Creation and Collaboration: The Magic Sauce

Brands that cultivate fans understand the importance of co-creation and collaboration. Theresa emphasized that co-creation is not solely the responsibility of leaders and employees. Brand identity at its best should be a joint effort between the brand and its fans. Through genuine collaboration, we can create an experience that goes beyond what either party can achieve alone. Brand leaders should seek opportunities to involve our fans or customers in the creation process, allowing them to contribute and feel a sense of ownership. By doing so, we can tap into the energy and creativity of our community, fostering a stronger bond and more dedicated fans.

Leveraging Personal Connections: The Path to Fandom

Theresa emphasized the role of personal experiences and connections in transforming a brand into a fan base. People become fans because they feel a deep sense of resonance and connection with a brand. Brand leaders should strive to create meaningful experiences that allow their fans or customers to feel seen, heard, and understood. By authentically relating to their needs and desires, we can build a bridge between ourselves and our audience, nurturing the growth of a loyal and dedicated fan base.

TL;DL (too long; didn’t listen)

Lauren’s (actual) notes from the conversation...??

• Early fandom: comedy and dance / Theresa loved to perform and always volunteered to be in a show. She loved to be a part of the group as inspired by Carol Burnett and Lucille Ball as female leads.?
• The connection between brands and fans allows for the co-creation of an experience.?
• Twitter’s denigration under Elon Musk's leadership is an example of how someone who doesn’t understand the community piece of fandom can be a detriment and flame out a magical brand.?
• Fans give attention to the experience, and pour forth love, which attracts others into the fandom community. Anyone can share those invitations in the community, and when they are powered by love and authenticity, then it shines through, like a “Swiftie” may do.
• Visual models lock in the consistent key elements of a brand and unlock the understanding of your message and values. Like but don’t understand = followers; clarification of who you are = fans.?
• Shapes like circles, triangles, and squares help to illustrate the model and make it stick in your audience’s mind.?

?? NEW! Actionable Affinity Challenge:?

Does your big idea or brand promise fit into a visual model? I bet it could! Here are steps to get closer to clarifying your idea in a way that you (or your fans) can articulate from memory.??

• What are the essential elements of your brand promise or big idea? Choose a handful of words, then selectively limit yourself to 3-5 words representing your process, action, or identity. For “Brand to Fan,” I’m playing with how Actionable Affinity begins with Invitation and moves from Connection to Relationship to Identity. Another way I say that is by naming how that sounds in conversation: “Will You?” + “I’ll Try,” + “I Do” and “I Am.”?
• Play with drawing shapes that are inspired by your idea, process, or industry. If you have three words, consider using a triangle or pyramid. But don’t forget about the Venn diagram that allows for the intersection between three concepts or words! What other shapes may set your idea apart???
• Recognize visual models in the wilderness! Where are you seeing idea shaping happening in your industry, from your competitors or the authors and thought-leaders you follow? Once you start noticing them, you’ll begin to understand how your ideas can take shape, literally.?

?? We Ask, You Answer?

When have you experienced how co-creation significantly amplifies a brand's message and attracts fans? Share your examples!?

(Share your answer on the episode page of Brand to Fan on Spotify, or leave in the comments below.)??

?? WHAT IS YOUR FAVORITE FANWEAR ITEM?

"I was on MTV's Remote Control when I was 18 years old. I was a freshman in the University of Southern California and it was a game show where you sat in Barca Loungers. There were three college students, and you answered questions about TV. I was on that show and didn't win. But it was an incredible experience and it was just one of those freaky, weird things. I always loved to tell my MTV Remote Control story of how I got on. It was delightful and charming and I had a really fun time. At some point during this last move that I just made, I looked at that sad Remote Control sweatshirt from 30 years ago and thought, “I think maybe it's time to let someone else enjoy it.” But I'm sad about it. I should have kept it.

SHOW CREDITS

Brand to Fan Show is produced by Teague FC and supported by FanWagn

Audio production by Bryan Griggs / Griggs Production

Producers: Kimberly Voorhis and Carrie Hellbusch

Video Editing by Garrett Teague

AI assistance from Pictory.AI and CastMagic

And I’m your host, Lauren Teague.