Market competition and global shifts in media consumption have created a market place where many companies struggle to move the needle and be noticed. Ultimately, success can be found when you begin to free your marketing communications platform from the notion that it needs to conform to your competitors'. In many organizations, marketers are constantly fielding requests from stakeholders within their organization to “make our page look like this company” or for their response to the question “how does XYZ corp handle that?”
Trying to fit your brand story into such a box is a recipe for disaster and is contrary to the entire notion of building your message through authentic interaction. There is nothing authentic about a template!
If you want your message to ring true to your audience, look inside. Embrace your "perceived" weaknesses, don't try to hide them. Embrace your size or your market position; Start to talk about the little quirks that make your company unique. This will make your brand more memorable.
Most of all, embrace your ugly because it’s true and truth is genuine. Differentiation is an important component of creating an exclusive brand experience. If your goal is to be irreplaceable to your clients, build your value propositions and marketing message around honest, realistic claims supported with testimonials and peer recognition. That messaging won’t fit into a template, but it’s not supposed to.
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