You’ve made it this far, so we know that you’ve already seen something about us that you like (consciously or unconsciously.) More importantly, we hope that you continue reading because you find value in what we’re saying.
This audience value is the foundation of brand strategy and it’s important because you’re either creating loyal brand followers or you’re pushing them away and creating anti-followers.
Our own branding strategy is precisely why we’ve decided to create Our Ideas. To give a further look into our own minds as designers, marketers, publicists, advertisers, to show you what we believe, and how we accomplish our goals. It’s going to be frank, thought provoking, well researched, and probably downright eye opening (we hope.) So, welcome!
Enough about us, for now. Let’s talk about you. For the most part, when a company is getting started, leadership is focused on the “what” and the “how” rather than the “why.” We’re here to ask, “No, really, WHY do you do what you do?”
What does your “why” have to do with it?
There’s a reason why word-of-mouth advertising, or referral programming, is a key strategical method for new client retention. Customers like to be spoken with, not to.
In his TED Talk, Simon Sinek, eloquently sums up this concept when he observes that, “People don’t buy what you do, people buy why you do it.” He’s found that the “why”, or what you believe, is what engages the right kind of client or customer and leverages your marketing and advertising efforts.
When you engage with your public in a way that speaks from the inside out, you can reach your potential clients on a human-to-human level. Just like the Kardashians – please pardon our example, but let’s admit it, they clearly know how to make money – they engage their fans via social media as they would talk to a friend. Their audience feels a personal connection, similar to a friendship, rather than feeling like they are the target of a sales scheme.
Think of it this way: Do you stay engaged during commercial breaks to enjoy every product being hurled your way? Probably not. With the same old copy-and-paste jargon, we’ve become numb to the 5,000+ advertising photos, videos and posts we’re exposed to each day.
Walker Smith, the CEO of the research company Yankelovich Partners, estimates that we’ve gone from being exposed to about 500 ads a day back in the 1970’s to as many as 5,000 a day today. “It seems like the goal of most marketers and advertisers nowadays is to cover every blank space with some kind of brand logo, promotion, or advertisement,” Walker Smith says.
So what do you do to stand out? And why, pray tell, does MailChimp have only their logo plastered up on billboards with no copy or words? Brand strategy and execution, my friend.
Does your “why” have super powers for building a long-lasting personality?
For everyone in the world, every moment is important. When we’re familiar with a person or a brand, for better or for worse, we’re likely to recognize them through the crowd. MailChimp, an email marketing service, created an out-of-home advertising campaign by showing only their logo, a winking monkey in a hat, on a billboard in major cities across the US. The brand manager was firm that fostering their relationship with current clients, by making brand users smile, would be more effective in building excitement around the brand, and in turn its emerging products, than a billboard with a slogan which boisterously touted new product features.
The MailChimp brand has leveraged its relationship with current users to produce happiness, client retention, and sales referrals. They use this approach because it has a large return on investment (ROI) for their time.
Rather than recreating the wheel with each new product or service, your time is monetized much more quickly by fostering a brand loyalty. This produces a public following who is eager for a new product or service for weeks, months, and years ahead of time.
Even more importantly, by creating a voice through your branding, the viewers you attract are likely within the right target market. They will be interested in your niche. This makes them more likely to stay in your store, website or office, to share your brand, and continue to buy what you’re selling.
So where do you begin?
Somewhere in your company, your branding already exists, to some extent.
It can be difficult to separate visions of the owner, the employees, and the mom as to where the “best” branding and voice for the company lie. What’s important to remember is that we’re striving to perfectly match your target consumer to your brand by attracting them to your business’s personality.
Don’t try to do it all yourself. Have a team who knows how to best frame your company. We’re shamelessly self promoting in this moment, but the fact of the matter is: Do what you do best, let your fellow experts do the rest.
We look forward to sharing our own pains and triumphs in order to connect more with our world at large. We learn just as you do, so we might as well share our approach and what we’ve learned in the hopes of building a greater future for business everywhere. We have some ideas cooking up for future posts and would like to simply say, “Hello and Welcome!”