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.

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.

Let me explain

I don’t write this blog to try and appear like a high authority on brand strategy. That would be entirely false: I’m not, and you know that full well*. I do it because I have something to share that I’ve found interesting.

This is why context is so important.

Yes, I write semi-regular articles that talk confidently about branding and brand strategy, but I do it within in the context that I’m learning about it; I’ve usually found something interesting, I’ve processed that thought, decided someone else might find it interesting, and then gone about noting it down and publishing it.

Without that context I’d just be making bold claims about something I currently have little experience in and no right to lecture anyone about. I’d open myself up to (justified) criticism.

Context is equally important for brands, too.

A ‘brand story’ is the term you’re looking for: it provides a ‘why’ to your business’s ‘what’. It explains eloquently where you have come from and why, where you wish to go and why, how you wish to do it and why.

Without this context, not only can it be confusing for those outside your organisation to understand fully everything you do and say, but there’s also no internal reference point to make sure you’re continuing your the story the way you set out to.

Write your brand story out and make it public. Let the people who matter hold you accountable: your paying customers.


*It would also be wrong of me not to admit that my intention is to one day be good enough to be a proper authority on branding… See, context: it’s important!

Customer Services

For a large number of consumers, Twitter has become the ‘go-to’ for customer service enquiries. Especially complaints. Tweet your grumble at Virgin Trains and someone will get back to you reasonably promptly, usually in a friendly/amusing way, and your complaint gets dealt with just like that. No need to speak to anyone directly and far quicker than writing an email.

But the thing with customer service is, it’s a hell of a lot more than call-centres and Twitter responses.

It’s become fashionable to re-brand your customer services department to ‘customer experiences’. The idea is a noble one, but the responsibility for your customers’ experiences doesn’t lie at the feet of one department.

From your email newsletter to your salespeople’s manners, the speed with which you process invoices and even the things your company does when you think no-one is watching; everything contributes to the ‘customer experience’.

No one area of the business operates in isolation. Someone is always watching.

After all, ‘experience’ is about how you feel: making a customer feel valued at every touchpoint. Allowing them to connect with your vision and purpose every time they see your name mentioned. Every time.

When you’re building a brand – or in old money, your reputation – you can never let your guard down, you can’t have one team member let the side down. Walking the walk is what you do. ‘Customer services’ is everything.

 

People will forget what you said, people will forget what you did, but people will never forget how you made them feel.

Maya Angelou

 

Sam

Why did you do that?

Recently, I’ve become fascinated with what’s going through people’s minds. Over the weekend I’ve been thinking about it a lot.

What is it that causes people to do the things they do? Why exactly is it that some people follow the crowd and others systematically rebel? What’s the reason you saw that guy be inappropriately rude to the waiter when their steak was cooked medium not medium-rare?

It’s weird, right?

We’re a complex web of our upbringing and experiences, the way we were parented, our ambitions and dreams, our anxieties and deepest secrets, too. Everything we do, say or think is in some way a result of the messy cocktail going on behind our eyeballs.

*This* is why we make the decisions we do, not because of a well-placed ad on social or your ‘super innovative’ pricing structure.

Behind every decision in this world (at least for now…) is a human. Humans are irrational and emotional beings. That includes you. Brands – and all of us as individuals – should try to remember that more often.

S

Sam

 


Here’s a great video of the ever-brilliant Seth Godin talking about his take on a similar issue.