Feature Post by Mitch Lipon, CEO of Ignite XDS
It seems like the world around us is moving faster than ever. People have neither the time nor the desire, to invest what it would take to become familiar with the details of what you offer them. At least, not in the beginning. That being said, if you are willing to share your deepest beliefs – the reasons your company was founded in the first place, the real value you offer the market…you might get them to take a few seconds to pause and notice you.
Consider Nike, one of the world’s most iconic Brands. Nike is actually nothing more than a commodity shoe manufacturer. There are plenty of shoe manufacturers in the world, and there are even many direct competitors in the athletic segment of their market. Nike however, stands head and shoulders above them all. If you look at their marketing strategy you will notice they rarely, if ever, talk about shoes. Instead, they associate with great athletes doing great things. They associate with the average person accomplishing personal goals. They associate with the challenge, the joy, and the pride of athletics. And they help you imagine you could be there too. In the arena, on the podium, feeling the sense of victory and accomplishment. They tell you to Just Do It!
Simply put, getting your Brand noticed is not about describing the details, the how’s, and the what’s…It’s about sharing the values you hold most dear. Initial consumer reactions are always emotionally controlled. Your core values will tap into that emotion whereas details simply skip off the intended target. While the details of what you do will certainly come into play eventually, if you really think about it, the consumer’s initial reaction is purely emotional. Plus, how exciting can a specifications sheet be after all? Doesn’t the prospect have to buy in first before the details really matter?
It’s always hard to open up. It’s hard to deviate from the way we’ve always done it. It’s hard to leave the details of what you do, and how you do it for a later time. But really, you have no choice. It’s the Brands that give consumers something to attach themselves to that will be voted to the top. These Brands are the ones that will “go viral” because their vitality becomes contagious, within their organization and the community.
Success will come to the companies who dare to be real, who aren’t afraid to share their core beliefs, personally, and up front. If you believe as we do that the most dangerous place in the world, is where you play it safe and blend in, you really have no other choice.
Market your Core Beliefs!