This meeting is all too familiar. A CEO or CMO comes in and describes their business challenges to me. They are looking for that silver bullet to solve those challenges. They need a new website or a campaign. But as they’re explaining their business challenges, I can’t help but think to myself, “But why should anyone care?” Now I usually get around to that question in a much softer way, but that’s what it comes down to. In terms of your brand, why should your target audience care?
In many cases when a client is having problems with sales or awareness, the problems go deeper than a new website or a campaign. When you get to the root of the problem, you have to ask yourself, “What does my brand stand for?” If you are not certain about the values and attributes that your brand stands for, then it won’t come across to consumers either. Sometimes a client might think they know what their brand stands for, but then you look at their marketing communication messages, and they don’t match those values at all.
Once a company feels confident in what their brand stands for, then it’s often followed by another hard question, “So how does that make you different?” Finding your key differentiator amongst your competition is just as important as defining your brand. If you stand for exactly the same thing as the other brand, then why should the target audience go with you? Finding your differentiator in certain industries can be difficult. If you find yourself in this situation, it’s important to find something that your brand stands for that you can own. Your competition may stand for the same thing, but they aren’t owning it in their marketing. This gives you a chance to stand out in your industry and say something that your competitors aren’t.
A new website, an integrated campaign or a social media strategy are all important aspects of a marketing plan, but they aren’t always the only things that a brand should be focusing on. Sometimes it’s important to start at the beginning and take a look at what your brand stands for and what sets you apart from the competition. It might be time to look at your brand and ask yourself, “Why should anyone care?”