“Corporations don’t create brands. People do. In any crowded marketplace, you have to make a choice. Either have the largest marketing budget than your competitors or be the most fascinating.” That’s the message Sally Hogshead drives home in her latest update to her how-to handbook for making any brand impossible to resist.
Research shows that consumers buy products that fit their lifestyle. They promote, refer, and repeat purchase because the product actually delivers on its promises. These products are part of a family — a nurtured, vibrant, and sometimes rowdy family — called a brand. The brand’s components consist of values, messaging, personality, a common voice down to the body of images and colors associated with the products. Brand’s are lived with and idolized. They ebb and flow; they flex and bend. No two brands are alike.
A simple rule of brand messaging is to tell your story, not what you do but how you do it. Your team should be well versed in the “how” and “why” just as much as the products or services you provide. Creating a culture within your brand not only encourages brand advocacy, it rallies your troops with a battle cry to work harder and stay loyal to something bigger than themselves.
Is your message getting strong and immediate emotional reactions? Is it creating advocates and starting conversations? Are you setting the bar with your competition? If so, you are on the right path young Skywalker.
Engage your community with a small dose of “wow” by outthinking, not outspending.