Best-selling author and blogger Seth Godin said, “It’s not who you are, it’s what you say.”
Seth has been inspiring me, like so many others, for years. I found myself thinking about this “law” of his from his book small is the new big because it is more relevant today than ever.
In my profession, I help businesses of all sizes and shapes define who they are. And in that process, I help them get relentlessly focused on what makes them different. By using this as the foundation, you have to be really honest about who you are and what you do. For brands, this bit of clarity can make a world of difference in their marketing efforts, and ultimately, if we do our job right, it will help drive business results as well.
The recent media circus of late — Tiger Woods, Conan O’Brien, NBC, Obama, Healthcare, Economy…pick a topic! — also shows us that current times require a bit of an edit to Seth’s statement. We now live in a society where you damn well better know who you are because it’s just as important as what you say.
Turn back the clock 2 years. I bet everyone felt comfortable with who they were and where they were going — the sky was the limit, money was cheap, and America offered opportunity and no limits. Today, it’s a different story. We are a country under pressure. As a result, every household, business and brand — even if you are one of the lucky ones (Target, Honda, Whole Foods, Pepsi, J Crew, etc.) — is being forced to learn what it means to live by the New Normal.
Consumer psychology and behavior have changed dramatically and perhaps permanently.
As a brand if you haven’t tackled the “Who Are You?” question in the past 6 months, it’s time to revisit it. Owning your story means developing it over time and keeping it fresh and relevant when the marketplace shifts.
At TMG, we’ve developed a strategic brand audit process that examines a brand’s key driver. By knowing what drives your brand — is it a process? is it an experience? is it a competitive infrastructure? — then we can develop an integrated media, marketing and communications strategy relevant for current times and influential among target audiences to help you achieve your business goals.
When you look to your communications experts and ask them, “Do we know who we are?,” you need to feel confident that they are answering from a deep understanding of your brand identity and that they aren’t just rehashing your brand narrative.
The marketing landscape has changed – and it’s more exciting than ever. With the social web providing so many new tools, the barrier to high-touch engagement is now much more cost efficient. As Mashable reports today Fortune 100 companies are utilizing these tools — and that’s progress for all involved.
One can achieve great results quickly — including honest feedback from customers or prospective ones. Traditional media and marketing tactics are still important and provide a tremendous amount of value. When an integrated marketing and communications plan is developed and properly executed, the questions of Who You Are and What You Will Say line up to a compelling story. One that your stakeholders gravitate to, and one that helps you grow your business in today’s new world.
Tell me: who are you?
