Has your brand lost power in an over-saturated market? With thanks to Trey Pennington, this short little video from Steve Jobs back in 1997 provides exceptional insight into using values in marketing to multiple the power of your brand.
I found it’s been valuable for me to watch this because in some instances when we talk so much about content online we forget about the power that design has. I’m always telling people that design matters but feel I’ve lost a bit of way, so I needed this:
This video has reminded me to focus on the gut emotion that people feel when they see the logo of Like Minds or The River Church, or the feeling that they will feel when they hear those words mentioned.
The issue is that it’s noisy, and perhaps we are thinking, “If only I were Apple, I could have time to influence people”, but even Steve doesn’t take this for granted. Steve’s opening paragraph in particular which sets out the dilemma:
“This is a very complicated world, it’s a very noisy world. We’re not going to get a chance to get people to remember much about us. No company is.”
So surely the process begins with asking, “What are the values that the market associates with our brand name and logo?” I wonder, how many of us know the three values that our brand must communicate? Do we have that kind of crystal clarity and diamond focus about WHY we are and WHO we are?
Likewise, do we know what we are not? When we ran the Like Minds Summit with Visit Finland last year (the tourist board of Finland), in creating their social media strategy we were given their brand book that said what Finland WAS and what Finland WASN’T. It was a great help, and certainly clarified the direction that we must not go in with reagards to a social media strategy. However it lacked the final piece:
Knowing your benefits. I mean, do we really know what value we add? What is the product that people immediately associate with us? (Apple = iPhone, Microsoft = Windows) And do we know how that offering benefits them at the lowest level. I’m not talking about some crazy concoction of “it empowers people to do this and this and realise this”, I mean the once, two word benefit that cuts through the crap. The trouble that we had with Visit Finland was finding what their primary offering is, considering New York = Empire State Building, Paris = Eiffel Tower and so on. Without knowing this, you’re stuffed.
Your Leading Thoughts
So I would say to associate value we need to know 1] what values we are, 2] what values we are not, and 3] what benefits we offer.
- Can you answer all three for your brand? Or where are you stuck so that we can help?
- Alternatively, can unwrap more of how you have learnt to associate value?