At the heart of all brand-building and marketing lies storytelling. But haven’t we all learned that product is the most critical of all Ps? Yes, that remains true. However, a super product with a poor storyline is as unlikely to cut much ice as is a super storyline with a poor product. Innovation in both is important. Especially when starting out and you don’t have huge marketing budgets, and are spending most of your time fund-raising, it’s important that you develop the story very carefully.
Here are some of my thoughts. Please feel free to add to these and/or suggest modifications, or some new viewpoint.
Develop A Story, Own The Conversation
Harry’s is a shaving brand that’s shaking up a market, which has rarely seen a leader past Gillette. That’s not a mean achievement, given that this industry requires constant product innovation, expensive R&D, high volume advertising.
For Harry’s it has been a case of good storytelling. They focused on giving really awesome looking products, with a strong core of message – creative, affordable & equally efficient. This is especially true when the goal is to sell and experience, whether that’s shaving or selling groceries. And when, the story is strong it reflects in every aspect of your value chain – factory shop floor to customer’s shelf.
The customer should feel compelled to talk about it. Therefore, it might be instructive to create engagement that creates conversations. These engagements can be as simple – for example: in the context of shaving, style competitions or creating a National Shaving Day after ‘Movember’. (Harry’s does the latter, but also goes the slightly expensive route of having its own salons, creating a magazine, etc)
Innovate, Innovate, Innovate
As we said in the beginning, the story should reflect in every aspect. The same should most importantly flow into the product or the service that your customer will be interacting with and taking home or coming back for more.
So if your story is creating a hub where musicians around the word can collaborate, then your entire product team’s innovation should be focused on the technology that will create the low latency, making available the easiest modes of recording, creating a pipeline that will compress and decompress data in sync with available bandwidth, etc.
Create your own space for growth. Do good, good will happen to you – take the case of Warby Parker which distributes free glasses to those in need, apart from selling quality, designer eyewear at affordable prices. It gets them huge brand equity, because there is a very unique story to tell – one that surpasses all costs of distributing those free glasses. It creates customer conversations, it creates brand innovation and it definitely creates revenue.
Create a product/service that is truly needed; not just one that will try to chase share in an already existent market.
Don’t Feel Shy of Highlighting Your Expertise
So you feel you have stumbled upon something new that the market needs? Good for you. But why is yours the only team that can do it? Maybe you might have some kickass coders, some brilliant marketers, a rainmaker from heaven, the best guy handling finances and the best VCs backing you.
So once again, please do tell your story. Don’t feel shy of telling the world how great you are. It’s a mistake that a lot of people make – they equate marketing of their individual expertise as boasting. It’s not.
Share Insights, Help People Decide
We are all here to buy and sell services/products and we all want to make informed decisions. Whether you are in the field of mobile technology or food, share your knowledge. Tell people what’s happening around the world, what are the latest improvements in technology, what are the latest trends in menu designs, why X is better than Y, or why customers should opt for Z.
Be the thought leader. Let your potential customers feel comfortable in the knowledge that you know your stuff. Let them feel sure that they are going to be investing in the right product/service.
This is not just about maintaining blogs, tweeting, or having an active Facebook page. Try to be out there at conferences, or if no one invites you, create mini audience-connect sessions of your own at the nearby café.
Ultimately, it’s about positioning your expertise in as helpful a way as possible.
Creative Execution – Flexible & Shareable
Creatively, you do need to go the entire path. The level of creative execution depends from sector to sector and story to story. Be careful about the visual identity and brand language that permeates all stages.
Communicate a single end-to-end experience. It’s very important to establish the mood in your creative execution that fits exactly the story you are trying to tell. Not any more, not any less.
Also, while crafting the creative strategy – think about the future and be careful while creating the story and positioning. You might want to add certain verticals to your business at a later date. In that case, the brand name that you choose, the logo that is designed and the communication that is drafted must leave enough leeway for the audience to connect with even your extended business line at a later date.
Needless to say, plan upfront with your agency, but keep the freedom to do something different. An elaborate storyboard might lock you into something, even if the final product is not in the right direction. That doesn’t mean you micro-manage the creative agency – some rough sketches before shoots work best but after that let their brilliance take over.
Creative content generated must be inspirational, aspirational and easily shareable. The last one is very important these days. Even your website must evoke the same emotions as your story and rest of the creative.
Lastly, of course, plan your campaign release well – media, timing, regions, etc.