Marketing That Matters
Most brands strive to create marketing that matters. So, how do you know what will work for your brand? We always tell our clients that your product/service is why your customers need you, but the brand is why they love you - so let’s make a brand that people want to love. Sounds easy, right? Turns out, a lot of companies have their product or service nailed down, but struggle to get their brand right. In fact, 90% of startups fail, and more often than not, it’s because they haven’t been able to create a strong brand. What’s missing is often the emotional connection that gets customers hooked onto more than what a company is offering. I’m going to break down the top three questions I ask my clients at the start of every project:
What problem are you solving?
Should be a simple question to answer, but you’d be surprised at how many CEO’s I’ve met with that struggle to explain their problem in 1-2 sentences. Often times, I’m given stacks of data to answer this question. From a marketing perspective, it’s simple, what’s the pain point your product/service is trying to solve? At Summer Monday, it’s making marketing strategy easier, relevant, and more affordable to attain for every type of consumer goods and lifestyle business. Here, I’ve identified the pain: marketing strategy can be complicated, not in sync with the business, and expensive. I’ve also highlighted what types of customers I’m servicing: consumer goods and lifestyle businesses. Taking some time to distill what problem your solving in a digestible manner will not only ensure consistency in your marketing, but make talking to investors, and your customers easier and more hard-hitting.
What makes you different?
Now that we’ve answered what problem you’re solving for, but how are you doing it differently than other brands in your space? Just like every person you meet is different and has their own unique set of qualities, you want to identify what those are for your brand. Are you adding value to your customers lives in a new way from other products in the space? How? Are you delivering that product in a new way (faster, better, more affordable)? Knowing what makes your company different will ultimately help you stand out from the crowd.
Why should your customers care?
The answer to this question is the emotional hook point that’s needed to create a strong brand. It’s why and how you’re different wrapped together. How are you making your brand approachable to your target audience? What is the authenticity and voice through which you’re speaking to them? This is where a lot of our clients come to us, to take the answer to this question and move it forward with a clear and actionable roadmap.
You don’t have to be a brand that matters to everyone, but I hope you’ll be a brand that matters to those who love what you stand for. Stand for something great. Be a brand that’s loved. We can help, visit our contact page, and let us help your brand challenges.
