Posts

, , , , , ,

R is for Real

 The Case for Authenticity

photo 3If I could give you one word that sums up how to create and build a powerful Brand that works, it would be ‘authentic.’ Keeping it real is not just something you want to aim for in your romantic relationship, after all. Be real with how you communicate with your audience. Getting real about who you are as a company is the absolute first step to creating a Brand that is unique. Once you are clear about who you are and what you offer, you will have clarity about who your target audiences are. Who’s going to resonate with your Brand? Is it young, busy moms? High net worth individuals? Retired baby boomers? It makes a big difference when you truly understand your audience and you can communicate with them authentically. They will be drawn to what you’re selling when you are real.

 

, , , ,

Q is for Quiet

Follow Your Own Voice.

phasdfasfoto 3So many companies vying for your attention makes the world a very noisy place. Sometimes, as marketers, we need to take a step back, get quiet and remember what we stand for. The most powerful brands are simple and really know what they stand for. Nike. Apple. Google. BMW. Disney. We all know who they are and what they mean to us. That’s the power of good branding backed up with ingenious ad campaigns and really smart integrated marketing strategy.

If you’re a business owner, or looking to expand your business, shhh. Take some time out. Think about what you stand for and write down, in five words or less, what you bring to your  customers. This will become the core of your Brand strategy and you’ll want to use it on everything you do to communicate who you are and what you offer to the world. True, it’s easier said than done. Just be quiet and trust your inner voice. It’s almost always right.

 

, , ,

P is for Perfect

Positioned for Success
rtyy

As Westerners, we spend a lot of our waking hours (and one would guess, our dreamtime too) reaching for perfection. The concept that ‘nobody’s perfect’ has been written about, sung about, filmed about … and yet we are inundated with other imagery and messages that conflict, that make us believe on some level, just maybe, perfection is attainable. And so we set out, either consciously or unconsciously, seeking and striving for the perfect job, the perfect house, the perfect partner, the perfect kids, the perfect car, the perfect meal, the perfect friends, the perfect Brand Strategy, the perfect website, the perfect blog post, and on and on it goes. No wonder we’re exhausted. No wonder so many of us turn to ways of escaping all this pressure to be perfect.

We might take a lesson from ancient Japanese wisdom. Wabi-sabi is a notion which nurtures what is authentic by acknowledging three simple truths: nothing lasts, nothing is finished, and nothing is perfect. Characteristics of the wabi-sabi aesthetic include asymmetry, irregularity, simplicity, economy, austerity, modesty, intimacy and appreciation of the objects and processes of nature. In a word, I would call it peace. An acceptance and understanding of what is. A calm acceptance that life is fluid.

How does this relate to Brand Marketing? As Marketers, we spend a lot of time defining our target audience. What makes them tick? What do they want? What I’m finding these days is that no matter who our particular audience is, they generally don’t want more pressure to be perfect. They want to be inspired, they want authenticity. These days more people are reaching toward the Japanese world view of wabi-sabi. We are looking within more. Letting go of outside influencers that contribute to our need for perfection (which by the way, does not exist). It’s just more sane, really.

Ever since I adopted my puppy, Brodie, a couple of months ago — I have really noticed a change in my perspective. I’m lighter. I’m finding joy in simple things like crisp November morning walks, writing a great headline (although I’ve always appreciated that!) and being woken up way-too-early by the happy spirit of a 5-month old puppy who can hardly wait to start another day. Brodie is helping me be more flexible, too. To see that I can have fun and still be productive. This slight shift has me looking at new ways to approach my work. To be open to the constant changes and find perfection in the fleeting moments in between the big presentations, deadlines and campaign launches. Living a balanced life knowing that nothing lasts, nothing is finished, and nothing is perfect seems like the perfect way to position yourself and your business for a rich and creative life. Like a way to position yourself for success.

I don’t entirely agree that ‘nothing is perfect.’ I do believe we experience moments of perfection; a breath-taking sunset, the smile of a loved one, laughter of a child, or creating a beautiful ad that inspires. If we can spend more time appreciating those perfect moments, knowing that nothing lasts and nothing is finished we can learn to be more present and less focused on what’s missing from our less-than-perfect lives.

Brodie

Brodie

 

 

, , ,

J is for ‘Just Kidding’

Deliver on Your Promise.

photo 2Ultimately, business is about relationships. It’s about trust: earning it and keeping it. So when you say you’re going to do a thing, you’re best bet is to follow through. In the fast paced, deadline driven world of a brand agency there is a lot of juggling going on. So, there are times when we say we’ll have something for you to review on Thursday, and some other critical situation arises to push that possibility out the window. It happens. Not very often, but when it does it’s essential to give the appropriate head’s up. It’s not a good idea to wait until Thursday to address it. The worst idea yet is to ignore your promise and deliver it on Friday (hoping they won’t notice).

Your Brand is your promise. When you reneg on your promise, or even a tiny speck of your promise, you are damaging your Brand.

My last boyfriend promised he would “love me forever, even if I weighed 200 pounds.” I believed him, and interpreted that to mean that he would love me forever. While I did not set out to test him on his big fat promise, I did hit some tough times when my dream vision for a multi-media production company, crashed and burned. Clearly, said boyfriend did not want to go down with what appeared to be a sinking ship.

Apparently, we have different standards in our personal and business lives. Or, do we? Maybe people who say what they mean and mean what they say are really like that, all the time. My practice is to under promise and over deliver. Clients seem to like that because they know they can count on me to do what I say, and then some. It’s simple. I value their trust and work at keeping it every single day. It’s not always an easy thing to do, but hey, who ever said relationships were easy?