Do You Have the Guts to Be Your Brand
Ivana Taylor
Marketing Strategist, Small Business and Manufacturing CMO, Helping small business use AI in marketing
WOW! I have to say that I wouldn’t have the guts to put something like this on my home page. But that’s exactly what Patagonia did. Are you surprised? I wasn’t. And Patagonia wasn’t alone in making a bold brand statement. REI did the same thing, although with a less antagonistic point of view.
Earlier this year, German grocery store named EDEKA took a stand on their value of diversity by showing their customers (in the most obvious visceral way) how many of the products they purchase are made outside of Germany.
This bold statement of values accomplished two things -- it filtered out customers who did not share this value and it attracted those customers who DID share their values.
When you see big brand marketers doing similar things across the globe in just under a year, it’s time to take notice and start looking at how YOU can leverage that trend for your small business.
I’m always saying that marketing is about who you ARE and not about what you DO. Both REI and Patagonia made a statement about a recent event by changing the homepage of their websites. But what they PUT on those homepages shows you who they ARE - and I’m willing to bet that having shared this with you both brands have either gained or lost customers based on which message you resonate with.
Products and services are commodities. Having a unique product or service offer will certainly gain you customers. But loyalty rests on who you ARE with your customers. And who you are BEING is the kind of marketing that doesn’t cost you a THING.
So, for this week - think about who you are BEING and how you can express that in different ways with your customers. Start with inserting it in your conversations, then follow up with sharing it on social media channels and move on to inserting it on your web sites.
Marketing Strategist, Small Business and Manufacturing CMO, Helping small business use AI in marketing
7 年Hey Terri L Terri L Maurer and Mark O'Neill -- I love this discussion because I think it proves my point exactly. Companies DO have the right to do what they want AND that means accepting that some customers will be attracted and others will be pushed away.
President/CEO at Expresso Media
7 年Wonderful post Ivana Taylor. Have you heard the sound of "One Hand Clapping?" It's easy. Take one hand and move it through the air. Then you will hear the sound and then know you will have experienced a higher plain and understanding of life.
Nationally recognized author and speaker on Strategic Business Models. Noted small business coach/advisor, growth authority.
7 年Why not just put a 'If you don't believe what I do, do not come in my store and buy my products." sign on your front door? I am all for companies that include pictures and content on their website showing groups and causes they support. That is basic cause marketing. However, taking a political stand in a country that right now is pretty close to a 50/50 split is the same as posting that sign in your window. I guess if you feel deeply about an issue that you are willing to risk a 50% loss of customers and sales, go for it. There are other things in the world besides a current political scene. Our world, including businesses has clearly run amok.