SHOW STOPPER …
Hong Kong is exciting…..and high-energy…..and like standing inside of some sort of heart while it beats. The shiny, new buildings, the Ferraris whizzing down the street and that Harbor! At the base of all of it is fast-moving, market-changing business. Every. Single. Day. Well. Into. The. Night.
So, when I was asked to come to the table with some “meaningful” Marketing & Branding questions, you can imagine the “sweat” factor! This is major league.
I decided to go with what I considered THE most challenging set of three (3) simple questions I had been asked a long time ago by a very talented branding professional.
HERE THEY ARE:
Who are you?
What do you do?
Why is it important?
Numbers one and two are often easily fielded. But, when you get to the last one….the white flags begin to raise….”because I make the best “thingy dos” in the area?” you see what I mean. You must be able to convey why what you are offering is needed. What “pain” point does it address for those who buy it? WHY is it better than Joe’s down the street?
Marketing and Branding today is more about knowing how your tribe “feels” than it was just 10 short years ago. People now want to know more about what the “feel” of the purchase is going to be than in the old days where product benefits and appearances were more valued.
I think NIKE is still one of the “beasts” (a good thing) when it comes to “reading” it’s audience or tribe. They realize that most of their customers are not out running marathons every week. But, those customers want to FEEL as though when they buy those shoes and lace them up they COULD “just do it”. So, they make crazy-good looking running equipment and their tribe buys……and, let’s face it, that tag line JUST DO IT. Makes all of us smile every.single.time. we hear it. And, it sure helps when you set the alarm and roll out of bed to go to the gym at zero dark thirty, right?
What does YOUR product or service do? What does your tribe NEED from you in order to buy? Have you clarified your brand and message clearly enough? Does it reflect who YOU are and WHAT your brand will do for them? Is it consistent?
If you have something that makes you stop breathing it’s so darn good but, you can’t quite get to the “just do it” point, give us a shout. We’ve been doing this for more than 20 years.
JUST DO IT and KEEP AGING BACKWARDS,
BOOKS ON BRANDING:
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