Who are you?
I’ve seen it time and time again. A fun creative with no substance. A memorable tagline with no real meaning. A viral social media post that never drives action. A dramatic magazine ad that pops but leaves you asking, “what’s the point?” A catchy jingle that is stuck in your head forever but never really gives you a strong reason to engage with the brand.
Creative people are extremely important to the marketing process. They turn your advertisement from blah to wow. But without some serious thought behind your brand all they can create is something that gets people’s attention and then never gets them to know your product or service.
Before you go down the road of any type of marketing, communications or advertising, spend some time thinking about who you are. Consider these areas: your product, your service and your distinction.
What do you provide?
In Dave’s Way, the story of Wendy’s and its founder, Dave Thomas talks about Wendy’s strategy of serving high quality food with competitive prices. For the more than 50 years, you could ask anyone who makes the best fast food hamburger and Wendy’s will be at the top of their list. It’s 100% beef, hot off the grill and made-to-order. Their salads, chicken sandwiches and fries are really good, too, and don’t forget about the Frosty. In fact, chances are you’re getting a little hungry right now thinking about a Dave’s Single Combo for lunch. McDonald’s is nowhere near the top of your list when it comes to a great tasting hamburger. They are all about consistent, quick food and clean bathrooms. Driving across country and need to make a quick stop? Find a McDonald’s. You need a great tasting hamburger? Go to Wendy’s.
Every product has their core value proposition. Apple is hip and innovative. Starbucks is prestigious coffee. Ikea is functional, durable and affordable furniture. Amazon sells everything from a to z and delivers it to your door. Start figuring out who you are by identifying what your product really is.
How do you treat your customers?
Tony Hsieh, founder of Zappos, talks at length about delivering a WOW service experience to their customers in his book Delivering Happiness. Have you ever talked or chatted with a customer service representative at Zappos? It is an absolute blast! They are empowered to be unconventional and innovative, do something that’s above and beyond what’s expected and have an emotional impact on the customer. But it’s not just about exceptional service. There’s lots of ecommerce companies that provide exceptional service. Zappos makes it fun! Somehow, they turn a transactional internet experience into a human connection.
Customer service is a vital part of every purchasing experience. I’ve been to New York City pizza shops where the ordering process was short, precise and quick because that’s what the customer demanded. Chick-fil-A built a whole brand on a courteous service, responding to every “thank you” with “my pleasure.” Disney Parks are focused on creating a magical experience for everyone that walks through their doors. In fact, they don’t have customers – they have guests and each one is treated like a VIP. They way you interact with your customers is critical in determining who you are.
How are you different?
One of my favorite brands is Harley-Davidson. I don’t ride motorcycles nor do I care to. But this brand has decades of knowing exactly who they are and driving everything they do around it. Harley-Davidson distinguishes themselves from other motorcycles by making their product a lifestyle brand. When you sign-up for their mailing list, they ask you to “join the ride.” Videos on their website and social often show riders in groups rather than a single person on the countryside alone. They have events, factory tours and even a ride planner on their website. While other motorcycle brands might try to be the fastest or most contemporary looking, Harley’s mission is the “timeless pursuit of adventure.”
Harley has made themselves distinctive in the marketplace. So has Honda cars when it comes to safety and reliability. Tiffany & Co. with their robin egg blue color and elegant jewelry. Walmart with lowest prices. Ben & Jerry’s delivers fun, flower-child, “make the world a better place” ice cream. Dollar Shave Club went up against powerhouse brands like Gillette and Schick with their subscription razors and viral video with attitude targeted at saving money for men in their 20s. A big part of who you are is what makes you unique vs. your peers.
The Final Thought
So before you hop on the latest viral social media trend, write that content marketing blog or launch your next digital campaign, first start by asking the question, “Who am I?” It’s going to help you connect better with everyone you communicate with.
Because if you don’t figure out who you are, how will your customers know?
Wal Ozello, The Wizard and President of Emerald City Agency, is a life-long storyteller with more than twenty-five years of experience in Communications and Marketing. His expertise is informing and motivating both internal and external audiences to believe and act. Need to speak with The Wizard? Email him: oz@emeraldcityagency.com