The AvidUnion Brand Story and Positioning

Although I love the idea of structures, it's always been complimented by my appreciation for contradictions.  Ultimately, the plans you make in life never works out the way you expect them to work out. A set of rules that work for one scenario may not work in another. The steps you take that benefits you in a certain project may cause a negative effect in another.

I believe Jon Stewart said it best - “Its the inherent juxtaposition of a creative pursuit. Can we build a machine that is redundant and rigid enough that it can sustain inspiration, improvisation, and creativity." 

Maybe that is why I love creating ideas and products because in many ways creative projects can show very specific results in which you can hold and experience. I believe creating a successful brand may be one of the most rewarding journeys a creative can experience.

To create that almost fantasy machine Jon Stewart spoke of in order to get great creative results, here are the steps I take to structure the thinking for a brand:

1. What is the problem in which you are solving?

2. Who are the main sets of people you are solving for?

3. Are there any specific insights into these people's wants and needs?

4. What do you believe your brand stands for? or  What are the beliefs of the Brand?

5. What will your brand do to solve this problem?

6. How is your brand going to achieve this solution?

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1. What is the problem in which you are solving?

AvidUnion was created as a solution for myself initially because as a professional that travels a great deal multiple times a year, I could never find a series of products that were well designed, well made and yet doesn't cost an arm and leg. Up until then, I had not found all those combinations in a good accessory brand in my travels.

2. Who are the main sets of people you are solving for?

When I started AvidUnion 5 years ago on , I realized that most of the target audience were male professionals and that the majority of the successful campaigns were fashion and accessories for men.

 3. Are there any specific insights into these people's wants and needs?

The insights that I found were that these tech savvy professionals who have money to spend were spending their money on products they believed in and products they couldn't find anywhere else. They wanted products that were different, not the run-of-the-mill kind of designs. They wanted products that performed. Through the Kickstarter platform, I found that I would be able to gain both brand advocacy and PR value.

4. What do you believe your brand stands for? or  What are the beliefs of the Brand?

Now that I have identified these aspects of my business, I can then determine what my brand believes in. This exercise helps me humanize my brand. Going down this road, many people may get too intellectual about it and get too technical. How to make money etc... Although making money is a very important result of a brand/business, it is not the most important. In this world  there are so many choices and people just don't have the time to explore  something new. Unless you are selling a commodity like corn, you must stand out from other products or services and having a Brand is how you achieve this.

There is a great talk about this idea by Simon Sinek, and although there are points not completely agreed upon by everyone in marketing, I still find this idea very interesting and relevant. 

This also comes to another very important point. If you are not completely comfortable with doing something on your own, ask your own network first. I am not a believer in getting opinions from the masses before you choose your path. However, having someone you trust to give you a sounding board is important. In my case, a great friend of mine collaborated with me to write my Brand's beliefs.

Thank you, Mario S! 

"AvidUnion believes in travel with technology."

Each and every Avid Union travel technology products are beautifully created & manufactured in the context of the story of YOUR LIFE. The entire eco-system of Avid Union’s products work perfectly together in YOUR WORLD to help you face the next path, the next flight, the next meeting or even the next hike. As you move from your home to the subway, to the city & beyond, Avid Union’s products will keep everything that you carry, safe & within reach – synonymous with YOUR BODY.

5. What will your brand do to solve this problem?

AvidUnion as a brand, will create innovative products that will improve your travel experience whether be it daily commutes or long distance trips.

6. How is your brand going to achieve this solution?

How AvidUnion has achieved this solution is by creating unique products for the past 5 years. Products that have either never been seen on the market or improved changes in current products that are better suited for travel. All products have been designed by myself and the marketing materials have been a collaboration from all those who have supported me. 

The journey of finding ways to produce fresh ideas and content has been an amazing experience. Once you realize that you really have to make something with limited budget, projects tend to start with no initial direction and surprisingly for better or worse, take a life on its own.

But that's another story...

Sincerely yours,

Steven Yu | Founder and Executive Creative Director | AvidUnion