The sweet spot of business clarity recognises that business owners and corporates are bound by finite resources. There is no perfect scenario where a perfect branding process can take place, because we are all restricted by at least time, money or uncertainties.
Jingle's consultation process with cover all the 3 aspects so most concerns regarding creativity, relevance to business and spontaneity to operations are answered while we gradually move into the sweet spot.
Business in this context, is deemed as a tangible aspect, for the insights it brings from financial performance, market share and daily operational numbers give hard facts about the viability and health of the business.
Being quite opposite from business, the brand conjures perceptions, evokes loyalty, and gives the business a soul and personality to begin with. Something intangible yet magical, the brand gives business authenticity so that the latter is sustainable and decisions made are congruent.
User Experience (UX)
Designing the UX as an art and science. It is more than designing marketing collaterals and graphical illustrations on screen or paper. Design is a form of expression, and brings the brand to life by being spontaneous in response to business needs and demands, facilitating purchases and allowing ease of use of products and services. Simply put, creativity is about resolving needs, and delivery a great experience will help top of the mind recall of your brand, and this is one aspect of the business you have greatest control of.
What's in for me?
Understanding these 3 areas will fast forward you to better analyse proposals made by a designer or branding consultant.
You will be able to
1. Think and evaluate, looking at a bigger picture
2. Come up with better solutions faster
3. Counter propose ideas that compliment with other stakeholders
4. Be more innovative in coming up with new business models
5. Better appreciate methods and solutions put forth by others as you are in a position to think clearly
6. Prevent yourself and others from going astray with ideas and suggestions that do not necessarily compliment the business, brand or design
7. Devise better business, branding and design strategies and make your business more resilient
This diagram is contrived by Jingle Chen in her years of experience working with business owners and corporations.
Who is it for?
Some people are clear on where they are headed, but are clueless on how to take the next step in communicating their plans; others might not have clear directions, but possess great content, products, ideas and services waiting to be unleashed.
Arriving at the sweet spot will be a different experience for different businesses. However Jingle Chen advocates that all businesses intending to move forward must acknowledge that getting the best effect out of the least effort is paramount, due to the pressure we all face because of finite resources.
Is this a new concept?
The "sweet spot" used in sports typically refers to the spot where the bat or racquet produces the maximum result.
In business, the sweet spot is commonly known as the area of clarity where the chance of success is greater if you engage in a business you love and are good at, with people willing to pay you for the service.
Jingle Chen has described the sweet spot in a new context of business, brand and design. While the above is applicable for entrepreneurs who are self employed, the larger corporates need to align various people and are operating beyond "things I love to do", but are considering "I love my idea, does it work for the rest of the team?".