I’m traveling this morning to visit a client, Every Orphan’s Hope. They contacted me to lead their efforts in communicating their story, marketing, social media, creative strategy, Web site, design, and reaching a wider audience for their ministry. Ultimately they want to reposition their brand for growth.
Why? To positively impact more of the 750,000+ AIDS orphans in Zambia, Africa. {I’m traveling there in just a few days with the founder and a professional photographer to begin to capture the story and share it with you.}
During my meetings with Gary and his team at Every Orphan’s Hope during the next two days, I’ll ask lots of questions, listen to stories and dreams, think about you – their future consumer, and then start to make plans with them for their growing brand.
There are textbooks and blogs completely dedicated to branding. It’s not a new concept. And some of the insight is very helpful. But sometimes there is so much information that it’s too much.
Your organization can get stuck, waiting to complete all the charts and graphs, get everyone’s sign off and approval, extending the plan for implementation until 2014. . .when really it’s about connecting emotionally and providing an experience for your consumer. It’s doing what you do, focusing on just that, and doing it with excellence.
Seth Godin’s definition of a Brand: A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.
If you’re going to reposition your brand, then you need to bring your current customer with you. Include her. Let her know where you want to go, what your dreams are {for her and for your company}, who you’re inviting, and how you want her to be a part of the journey.
Ask questions of your team, those that volunteer with you, your most loyal advocates and purchasers. Then actually listen. Don’t assume they’re wrong or just don’t get what you had in mind. They know the ‘position of your brand.’ The place that your brand holds in their minds, if any. Let your consumer teach you about your brand.
When you’re listening to her, listen for common themes, language, frustrations, and dreams. You’re building your brand around your consumer. She’s the heart of it. Without her your brand doesn’t exist, much less thrive.
{Just because you’re tired of it – the day in and day out – does not mean that she is. Your messaging and planning may just now be starting to work.}
What are you selling that she wants to be a part of - desperately? Is she gitty with excitement because she gets to tell your story and include herself in the ending? If not, now is the time to create art that matters and is worth talking about.
Own it. Not your brand – your consumer owns that. Own what you do best in the piece of your consumer’s mind. Then when you’re consistent enough, embark on the journey to her heart.
When you can connect her head and her heart, now she’s loyal.
