Owned Identity - The Humane Club Owned Identity | The Humane Club Humane ClubMade with Humane Club
Block Pattern: Regular

Owned Identity

A brand is about people (target group) knowing about you, what you stand for, what you can do for them, and how. A strong brand helps you build Competitive Differentiation.

Why it matters:

Build agency

  • Build an authentic expression of yourself
  • Audiences cannot know or experience you or your product until they’ve experienced it. But why should they try it? Hence, you need to articulate a compelling image of an achievable future. It helps your team, investors, customers, and family see, smell, taste the future… it creates a pull to bring that reality to life.
  • Once they’ve bought and tried the product, what do they judge you against? That’s where a well-articulated brand promise comes in.
  • It is easy for a potential customer to communicate why they love the product, just like I could write why I want a Fairphone.

Protect against downside

  • Build an independent sustainable Work Products: Owning an audience makes an otherwise impracticable business viable by dropping the Customer Acquisition Cost. This is because Candid Communication promotes self-selection, i.e., by clearly articulating your core values, you attract individuals and organizations that align with them while those who don’t self-eliminate.
  • Build multiple entry and exit options.
  • When shit hits the fan or in dire situations, People pay premium for safe choices.

Maximize upside

  • Track record matters: Given a level playing field, the individual, product, or service boasting better recall and a proven delivery history generally takes the win. By conveying who you are, what you stand for, and your capabilities, you enhance brand recall and increase your appeal to potential customers.
  • Expansion potential: It’s easier to envision Apple launching a car or a hotel than say Dell or Marriott, right?
  • Attracting opportunities in the long run: A well-established trusted brand can attract opportunities as individuals and companies seek to do deals via you, offering a share in potential deals. Case in point: Starbucks’ entry into India backed by the Tata brand.


A well-established identity or brand locks you in. It won’t change no matter how much everything else changes.

How to define?

Don’t invest in logos and brand colors! Visual differentiation without substance isn’t a moat.

Articulate your promise

Know what you stand for and for whom.

  • Culture is a tried-and-tested way to build a brand. To build an authentic expression about yourself, your Lived experiences and Things you own should weave into a coherent story.
  • Culture works because people have a preference to connect with, buy from, and sell to ‘people like us’, i.e., those with whom they have shared passions or tastes.
  • A major downside of using culture is that it by definition excludes people who are not like us.
  • Additionally, at some point, you’ll end up handing over the leverage over the brand to the community, exposing you to being canceled.

Build Trust. It is one of the major scarcities in society.

You can articulate your promise using From/To Analysis

Write a 10 word or less tagline. Inspiration: Discover new apps and startups in 10 words or less or The Art of Writing One-Sentence Product Descriptions

Name the promise

We humans give greater weight to things that have names.

  • If you want people to avoid something then given it a negative name.
  • If you want people to adopt something then given it a positive name.

Sign your work

Society trusts those who put themselves out there and take risks under their name. This is true for both your audience and investors. You need to be visible, and you need to be projecting transparency and a strong reliance on facts and data.

To build recall, regularly talk to your target audience.

  • Who: A brand is built for a specific set of people. Hence, always Target advertisements.
  • Where: Ideally, you want to build an Owned Media or audience to reach people repeatedly at no additional cost. But if you don’t have it, then you should advertise in Premium spaces.
  • How often: Ideas don’t stick just by saying them once. Hence, use spaced repetition — repeat the core message in different ways regularly — for it to sink in.

Take responsibility

No, its not about just putting a byline to your work. It is about being accountable for the work you put out (or do not). When you are accountable for the content you put out, society will start judging you. Eventually this will translate into credibility.

15 results
Sort by