What’s the next best thing? Sometimes it isn’t a “thing” at all, but how useful a thing is, or in the case of TaskRabbit, it is how useful people can fill the needs of people in need.
TaskRabbit is all about getting the job done, and right up front, their name says it all. Immediately we know the company is there to take on our request, do it quickly and as their tagline promises help us go From To-Do, to Done.
They put a twist on their business by branding their identity throughout every aspect of the user experience. Their expert service providers are referred to as “TaskRabbits,” while those seeking to hire sign in as “TaskPosters.” Brand credibility and recognition are further enhanced when TaskRabbits wear identifiable branded shirts or jackets while on the job, and a job can be doing just about anything, anywhere.
FOCUS YOUR BRAND ON USEFULNESS, NOT INNOVATION
The entire premise and focus of TaskRabbit is to fill needs. Usefulness was the driver in the development of the business. The TaskRabbit brand identity was then built around that purpose.
This is a great strategy. Too often brands get caught up inwardly gazing innovation. They focus on what they can make (faster, stronger, smaller) but they don’t actually stop to think “hey, does anyone really need this new and improved widget?” Instead of focusing on what you can provide, try thinking about what your target needs. Build that solution into your branding and reiterate it as part of your brand promise. Then you will have people lining up at your door.
Clearly defining and communicating usefulness reinforces your brand’s impact in the market. But finding these brand-building needs takes focus and a strategic approach to identifying how your product or service can make people’s lives better and compel them to choose your brand over another. Brand School, our highly effective, premier branding program, will give you the insight and tools you need to get the job done. Receive more information about the next session of Brand School and get free brand-building tools and tips when you join our mailing list.
This post is part of our Brands That Twist series celebrating innovative brands. Read about other breakthrough brands and more ways to grow your business and brand here.“Julie’s active participation in Brand School and feedback was amazing and helped a LOT. I received great value from this program.” – Leslie Hughes, PUNCHmedia