This article was updated September 2019.
Ever wonder how the best in your industry create such powerhouse followings? Granted there are a variety of factors that come into play when launching a product or service, but when you break apart any successful business you’ll find something remarkable: they go beyond the traditional marketing methods and instead become meaningful for a very specific group of people.
This week I explore the definition of meaningful and share the Three Pillars of Remarkable Branding so you can uncover your very own branding sweet spot.
Let’s dive in….
The Ultimate Goal of All Business Owners
No matter what type of business you are in, the ultimate goal is to not be forgotten.
Once a customer forgets, it’s much more difficult (and costly) to re-engage them.
That’s why so many big companies spend so much money advertising on every medium they can afford!
And while mass marketing to complete strangers in the hope that they’ll buy may have worked in generations past, today conscious consumers require something most big marketers have yet to catch on to…
More than ever, people want to buy from companies that have a purpose. And that purpose must align with how people feel about themselves (more on that in a minute).
So how do you become meaningful?
THE THREE PILLARS OF REMARKABLE BRANDING
Pillar #1: Brand Story | From bedtime tales your mother once read to a hero’s tale such as the Odyssey, great stories create lasting impressions. Rooted in mythology, stories are the cornerstone of what makes us human. Whether you realize it or not, big brands and powerful companies speak to their customers through their story, which runs through every aspect of their company – from R&D to marketing.
Struggling to connect your story to your ideal customer?
- Get clear on your conflict, characters, plot and brand theme
- Write out an action packed short synopsis of your brand’s origin or growing stages
- Determine a simple yet clear tagline or re-work it to be more awe-inspiring
- Re-write your About Page so people feel immediately connected to your business and to you
- Get personal and share stories that ignite your customers to take action
Pillar #2: Brand Persona | While the story is a major piece in the puzzle to success, it’s not complete without a thorough understanding and breakdown of your brand’s signature archetype – or as I like to call it, your brand’s psyche. You see, every brand has a particular energy or personality. The best brands take on a life of their own. Based on Jung’s personality theory, a brand’s archetype appeals to a particular audience and adds dimension to the core story. Without identifying the archetype, brands can get lost in a sea of sameness or worse, become invisible.
Struggling to find your own brand personality?
- Learn more about the 12 brand archetypes here
- Consider the crossover from your personality to your business identity
- Work on your BrandMantra and read it everyday
- Consider what type of client you attract and then ask yourself, does this person align with my core brand values and mission?
Pillar #3: Brand Activism | No longer can you rely on keeping quiet to win over customers. Today, conscious consumers want to buy from businesses that stand for something. Whether it’s social, cultural, economic, environmental or health-related, brands who align with causes that better the world are 5x more profitable than those who don’t.
Not sure what your brand stands for?
- Consider empowerment marketing strategies instead of sleazy sales tactics
- Share your favorite causes on your website and social media channels
- Don’t be afraid to choose a controversial topic (if you’ve got a passion for it, go for it!)
- Remember that not everyone will align with your cause and that’s OK
SO WHAT HAPPENS WHEN YOU DON’T HAVE ALL THREE?
Scenario 1 | Story + Soul – Psychology
You’ve got heart and guts, but no one will listen. Your messages will fall flat because they are outdated or their method of delivery is so “been there done that.”
Scenario 2 | Story + Psychology – Soul
You’ve got the strategy and a story to tell but your brand lacks life. No energy means lack of momentum, causing limited growth and brand loyalty.
Scenario 3 | Psychology + Soul – Story
You’ve got a spark to share and a strategy in place but you have no way of communicating what you offer to your waiting fans. Sadly, this is the MOST common scenario but good news is it’s the one that can most easily be turned around. (Check out the BrandStory Strategy to get you on track.)
WHY YOU NEED ALL THREE
Your business has a purpose to fulfill. It’s not just pushing products or selling services, it’s creating a change you want to see in the world. Whether that’s seeing people become more active and healthy, transforming their fears around ______, or simply adding beauty/inspiration/love/joy into their life – your business is here to make a difference.
By combining these three pivotal brand pillars to discover your own brand sweet spot, you create the opportunity to thrive. Not only for your customers but for yourself as well. And when you thrive, everyone around you does too.