Tearing up the rulebook

Over the last week, I’ve been thinking through a few problems related to a couple of projects I’m working on. It’s surprising how often my ideas on potential solutions have changed.

My first reaction to almost any complex problem is usually to be a revolutionary. Everything is broken. Let’s start again. I must implement change.

I don’t think I’m alone in that knee-jerk reaction, but often it’s misguided. The urge to blame the hand you’ve been dealt and wish for better cards is strong. It’s also an easy escape. More often than not the cards you’ve already got are more than adequate. You’ve just got to play them right.

If you’re looking at your business and wondering how you’re going to forge a strong brand out of what seems like a mess, or far too boring, or ill-thought-out – resit the urge to start again. Start by thinking long and hard about the truths of that mess – the indisputable facts – and then start to piece it together in a way that means something more.

Here’s where my thinking lies at the moment: carefully-considered evolution often produces better results than all-out revolution. No doubt it will change again.

Trust

If I were to try and get you to sign up for a paid subscription service where you’d get regular, exclusive and high-value content, all written by me, you almost certainly wouldn’t. Why? Because I haven’t earned your trust – not least because I haven’t posted in over two weeks.*

I haven’t built a solid track record of consistent delivery for any of you to trust that your monthly subscription would be worth it.

Within the last couple of years, my mum has taken up running. Having never done much before, she has persisted in getting out and putting in the miles on a regular basis, and lo’ and behold she’s got herself up to a very respectable standard.

I think she enjoys it now, but she’ll tell you that when she started it was a slog:

“If I only went when I felt like it, I’d never have gone. I had to tell myself that it’s just something I do, not because I feel like it, but because it’s what I do now.”

The people we admire most are those who, come rain or shine, are consistent. They are consistently productive, or polite, or principled, no matter what they’re faced with. It’s that level of consistency that builds admiration and trust.

It’s not just about consistently showing up, but consistently being consistent in how you show up.

How can you show your audience that they can trust you and your brand?

Sam


*Somewhat ironically, the last post I wrote was about ‘showing up early and consistently’ in order to build that trust…

Show up early

Everyone knows the saying.

Trust is earned, not given.

This is true. But how exactly do you earn trust?

The most obvious way is by sticking to your promises. Say you’ll do something? Do it. Say you have a set of principles? Stick to them. Say something is important to you? Prove it.

I’ve talked about this and how it relates to brands before.

But there’s another way brands can earn the trust of their customers – by consistently showing up before they’re required. That is, doing the right thing day in and day out, before you’re called upon to do so by any increased exposure or notoriety.

Whether that’s a commitment to every last detail in the quality of your product, the reliability of your content output, or the way you treat your staff, suppliers or customers right from the off. Your consistency and willingness to ‘show up’ even when no-one else is watching, counts for an awful lot down the line when it comes to earning the trust of those you hope will pay your bills, and someone just happens to notice.

It doesn’t really matter how. What matters is that you did it consistently – and continue to do so – not because it’s looks good, but because it’s important to you.

People can trust that.


Not my best, but I’m here. Showing up. And I’ll be back, hopefully, with something better.

Thanks, as is so often the case, to Seth Godin for the inspiration on this on.

Nobody gives a s**t

The other day I read something in the brand and marketing Twittersphere that went something like this:

“The only people who care about brands are the people who work on them – no-one else gives a shit. If a brand disappears, the world will just go on as normal.”

There is an element of truth to this. It’s always easy to overstate the importance in global terms of something you happen to have a particular interest in. It happens all the time in politics, sport, universities, and places of work all over the world.

But I’m not sure I agree with the thought entirely.

Most people don’t care about most things, that’s just the way it works. But isn’t the point of creating a brand to at least try and overcome that? To matter to someone? To have achieved a level of important those who *are* interested in your particular field?

If you’ve done it properly, someone should miss you if you ceased to exist – even if everyone else ‘goes on as normal’.

Your aim isn’t to get everyone to ‘give a shit’, but just the right amount of people to make a real impact.

Sam

Do names matter?

Apple. McDonald’s. Tesla. Nike. Netflix. Amazon.

All these names mean something. They’re recognisable. They spark immediate images in the mind, be it the logo or an idea of what they stand for. If these brands had been founded under a different name, would they be as successful?

Of course they would.

These particular examples obviously have one thing in common: their names are short, snappy and memorable. This obviously helps, but let’s not kid ourselves into thinking that they wouldn’t be who they are if they’d picked something else.

If for some reason your brand isn’t hitting the mark, the first place to start is with your strategy and execution. Is your messaging right? Is it differentiating? Do the actions of your business support your words? Are you providing the solution to a problem that needs solving?

If you can do these things it doesn’t really matter what you’re called. You’re going to do alright.

Of course a great name will always help you out – things that are clever, easy to say or a doddle to remember will always give you the slight upper hand. But, thinking your brand name is the problem is you looking for an excuse, and creating a extra hurdle before you can tackle the important stuff. Focus on you’re brand’s behaviour. If yours good enough, people will learn to remember your name.


Sorry I’ve been away! I’ve been a bit under the weather the last week so this has been more a ‘sort of’ than a ‘daily’ blog. I promise to try and make up for lost time.

Book Club: ‘Story Driven’ – Bernadette Jiwa

So we’re back with another book review and this time it’s a little book called ‘Story Driven‘ by Bernadette Jiwa.

I’m not sure how I came across this book. If I’m honest, I think it was probably just that it was reasonably cheap on Amazon and came with a recommendation from Seth Godin, so the thinking was: win, win! And, you may have seen that it’s provided the inspiration for a few blogs already and so for that, it’s been well worth the money.


In the book, Jiwa explains how so frequently we are conditioned to play to win, but that those businesses and individuals that we admire and respect play to a different set of rules. They are driven by a strong sense of identity, where rather than focusing on how to differentiate themselves from the competition or ‘obsess over telling the right story’, they focus solely on their truths. Telling the real story is what matters.

The book itself tells you most of what you need to know in the first couple of chapters, and there’s no denying the value in what Jiwa offers up. What follows though, is a vast number of short ‘case studies’ on what she calls ‘story-driven’ companies doing things the right way. In the interest of being completely transparent: it drags and contains far too many examples to leave a lasting impact and so I skipped about half of them… But, the real gem of the book is in the last chapter so make sure you persevere to the end.

Anyway, my takeaways:

Don’t be like VW

Almost the entire first part of the book revolves around the Volkswagen scandal of a few years back and how it was their drive simply to ‘win’ that led them there. I’ve written about this more extensively in my post ‘Pursue meaning not more‘. Instead, Jiwa suggests that those who are driven by a story and sticking to their truth, are less likely to create a culture where good people do bad things.

Don’t read this book if you think VW has nothing to be ashamed of. Or rather, do – you’ll soon change your mind.

Align story with strategy

This is something I’ve banged on about a couple of times already. So let’s be clear:

You. Have. To. Back. Up. What. You. Say. About. Yourself. With. Actions.

Jiwa does a great job of explaining that often brands start out with a grand vision for the future, but without a plan to make it a reality, it can be easy to focus on succeeding in the present and taking your eye off the long-term goal. Having a strategy that aligns to your backstory and the future you’re looking to build, is the way you’re going deliver. Your strategy is your ‘how’ – the stepping stones to achieving your vision. Make sure they are aligned or you risk failure.

(pp. 69-71)

Invest in yourself

This is the gem.

It has nothing really to do with branding, and everything to do with your own personal story. The whole chapter is excellent and beautifully-written. I can’t quote it all but it feels particularly relevant. I’m just going to quote part of it here, so if you take nothing else from ‘Story Driven‘, remember this:

“We spend a lot of time looking at our reflection […] to wonder how our appearance will be perceived and what we need to do to perfect it. Our days are consumed with measuring up in all kinds of arbitrary, superficial, ungrounded ways. What would happen if we spent as much time reflecting – wondering about and working on the inside, nurturing the things that make us who we are?”

And while we’re here, there’s also this zinger:

“Exceptional performance is not a result of expending the most effort. The secret to being exceptional is the small choices we make moment-to-moment.”

Sorry it’s a bit of a lengthy one!

Sam

Why bother with a brand?

It makes things easier to sell.

You might have something niche that on its own isn’t easy to shift. A brand with a story, that makes the effort to connect with the humans who are willing to listen, turns your niche product into the complete package.

You might have something everyone wants to buy. Great, but if it’s that good someone else is going to come after your business sooner or later. A brand with heart and soul, that matters to those who buy it and represents more than the sum of its parts will protect your business when you need it.

Rather than saying ‘I’ve made something, do you want to buy it?’, you have the choice to create a brand. You do that by telling your story effectively and building trust with your audience. That way, when you show up with your new shiny thing, people are already ready to do business with you.

So, why bother with a brand? Because it makes things easier to sell.

Get it right, and it can even *become* the thing you sell. Easily.