What inspires you to do what you do? The incredibly popular kawaii culture and aesthetic, my late grandmother’s love for plants, and the fact that cacti are just so darn cute. (And hard to kill.) I’m just very passionate about plants, and I want to share that passion with my customers!
The real muscle behind your marketing efforts is positioning. Just like you cannot force a puzzle piece into a space it does not fit, you can not force an idea into your customers’ minds or lives that does not match up with an interest, need or desire that is not already fulfilled by another service or product on the market. Positioning is the finding of an unaddressed need, and then fulfilling it with your distinctive and perfectly suited offering.
Some examples of successful positioning are:
1. Fulfill an unaddressed interest or need. Find an itch and scratch it! Study your customer to see what needs they have that no one else is fulfilling. Do they need a new product to make their lives easier? Is there an existing product that needs to be made better or more adaptable? Identify this need and move quickly into position before another company does!
2. Challenge the status quo. Find a new form of distribution to innovate your pricing and promotions. Take Air BnB for example, they took the hospitality industry by storm. Currently, they fill more rooms annually than all Hiltons combined. But, get this, they don’t own a single hotel of their own! Disrupt the “norms” or your industry and win interest and the hearts of your customers.
3. Specialize to serve a new market niche. Rather than compete with the pack, how can your brand step away and blaze a new trail? Specialty brands will serve a narrow segment of a bigger market. Does your industry focus on a bigger picture, but you find a smaller need that is often overlooked or under represented? Look what Spanx did to the pantyhose industry!
4. Transform an established solution or introduce a new solution altogether.. This takes enormous insight and a great knowledge of trends and popular culture, but it is doable. Think about when the desktop computer met the laptop and then the tablet. These new technologies were transformations of previous designs. Now, you can work virtually anywhere: in your office, at the park, or even while flying across the country all because someone decided to transform the desktop computer.
We’d love to hear from you! What questions or suggestions do you have about positioning yourself in the marketplace?
#marketingmondays #adbcreative #brandanewyou
My story: I got started with photography at 8, when my mom bought me my first 2-eyed point & shoot, next was a 110 film camera. At age 16 she bought me my first professional SLR camera and I’ve been shooting ever since!
My biggest challenge as an entrepreneur: self doubt, convincing myself that I’m not good enough compared to others. It takes constant reinforcement, but I overcome that challenge by consistently perfecting my craft, working through my self-doubts, tuning out others’ opinions and by pushing my own limits.
I’m really, really good at: Capturing the raw authenticity of a person and creating an emotion through my photos.
What inspires you to do what you do? Capturing art that shows the depth and authenticity of the people of the world (we’re kinder and braver than the daily perception) and being able to create an image that validates their significance and oneness, and promotes self-love.
What problem do you solve for customers in your industry? To allow people to live in the moment instead of missing it in order to take a photo (more specifically, while on vacations). To creatively capture the essence of an event, wedding, ceremony, or performance in a way that allows you to share and relive the occasion while viewing the images. I offer peace of mind, knowing that a dependable photographer with consistent, professional skills will be seizing precious memories for you.
3 Tips I’d give to an aspiring entrepreneur: 1) Continue to learn and perfect your craft 2) Use your intuition as much as your skill 3) Be innovative 4) Do it with a purpose greater than you!
Your go to photographer,
A quick exercise to help uncover your brand personality
Here’s how to discover your company’s brand personality so you can use this style in all the marketing efforts you undertake in the future.
1. Take a piece of paper and draw six horizontal lines. To the left of each line, write:
- Personable and friendly
- Spontaneous and high energy
- Modern or high tech
- Cutting edge
- Accessible to all
2. To the right of each line, write:
- Corporate and professional
- Careful thinking and planning
- Classic and traditional
3. Place dots closest to wherever your company falls on the spectrum. Don’t over think this, and don’t be afraid to envision where you’d like your company to be, even if you’re not there now. Draw your dots, and keep reading.
Where Does Your Company Live on the Spectrum?
MOST OF YOUR DOTS TO THE LEFT?
Your company is contemporary, fast-moving and energetic. You like to make ideas happen quickly, and you don’t mind taking risks. Your communication style is friendly and approachable.
MOST OF YOUR DOTS TO THE RIGHT?
Your company is traditional, relies on solid planning and established ways of getting things done. You might be trying to appeal to upscale clientele, and your communication style is corporate and professional.
What Does It Mean?
Knowledge is power: defining these brand personality traits means you can apply them consistently in your verbal and visual communication.
A clear vision of your brand personality will guide your choice of colors, typography, word and actions.
A company that is traditional and established will use classic typefaces that have been around for centuries. Color palettes lean toward conservative, rich hues. The communication style is formal and corporate. This company’s brand image stands the test of time. Because it relies on elements that have been in use for decades, the style will still look fresh five years from now.
A company that is contemporary and high energy will have colors, typography and a communication style that reflect this. The color palette might be vivid and trendy. The typefaces used have been released in the last ten years. The graphic style is open, airy and asymmetrical. The copywriting voice is friendly and approachable. This company will likely have to re-make their image more often than the traditional one to stay ahead of visual trends.
What If Your Company is In Between?
If your dots are mostly in the middle, I urge you to take a stand about how you’d like your brand personality to be perceived. When it comes to marketing your business, the middle is the worst place to be. You’re guaranteeing that your brand will be entirely forgettable, because it’s not one thing or the other.
The middle is Blandsville. Avoid it all all costs.
If your dots are all over the place, with some on one side, and some on the other, you have a quirky brand that doesn’t fit easily into a box. That’s good! Feel free to mix and match traits from the lists above. You might use traditional typography and colors, but a very friendly and approachable copywriting style, for example.
Uncover It and Let It Shine
Every brand has a personality. One personality isn’t “better” than the other. Once you identify your company’s brand personality you can use that knowledge in all the marketing work you do.
Your communications will look and sound like they’re coming from the same source over time, and your decisions about how to express your brand verbally and visually will be right on target.
This exercise only works if you actually take ten minutes to do it. Carve out the time today to think it through, and see for yourself how much easier it is to market your business.
Your brand is more than just your logo, website, or business cards. While it is necessary to put great thought and effort into these things, your brand is so much deeper. Most entrepreneurs go into business with an idea, not a brand. This idea can be so soulful and personal that it can be challenging to present and explain to others. You think everyone should intrinsically understand it, as you do—but they don’t. And that’s why you need to develop effective brand messaging.
Your success is tied to your brand message and the impact it makes. Your story must be told and in a way that customers not only understand your purpose but can see the value in your product or service. Simply put, your brand is your voice in the marketplace. What does it say?
Stay tuned for steps to help you develop your brand message.