What do the best brands in the world have in common when it comes to their marketing? They invoke deep emotions; they really make you feel some type of way. Think Nike. Nike is the king of kings when it comes to marketing. Everyone knows the famous swoosh and you know within the first 2 seconds of an ad that it is a Nike ad. They make you feel deeply; they inspire you; they use powerful messages to speak to you and it works oh so well. Now I know what you’re thinking, “well, Johanna, that’s nice and all but I don’t have billions in sales and a Hollywood blockbuster sized production team.” At one point, neither did Nike. If you have not read Nike founder Phil Knight’s book, Shoe Dog, which talks about his journey of creating Nike, I highly recommend you order it right away. From the start, he knew that he didn’t just want to create shoes, he wanted to make people feel a certain way. He wasn’t just creating a product, he was creating a story, a brand solidified in its message of inspiration. Their brand statement is to “bring inspiration and innovation to every *athlete in the world. *If you have a body, you are an athlete.”
This isn’t just some effective strategy for companies already bringing in billions in revenue; it is an effective strategy for ANY company and has been proven to CREATE billion dollar brands.
Your Turn To Take Action
To apply this strategy to your company, start by asking and answering these questions:
- How do you want your product or service to make customers feel?
- Only you know the answer to this one, my friend.
- How does your product or service currently make your customers feel? Please ask them if you don’t know; develop a two way dialogue with your customers, whether you have an audience of 2 or 2 million; talk to them.
- If the answer is not the way you want them to feel, identify if you can celebrate the way it is making them feel or if it is not a positive emotion, identify what is standing in the way of your product or service evoking the desired emotion in them. Some things to consider are product/service value, quality, messaging, delivery/packaging/presentation and customer service.
- How can you create a brand statement and consistent brand messaging that clearly communicates and brings out the way you want your customers to feel?
- If you struggle with putting words together in a way that is consistent and effectively communicates concisely what it is that you want your audience to know, hiring a branding strategist and expert might be a good option here (gamechanger for me; I needed help properly crafting that consistent messaging and creating the visual branding to support it.)
- What experiences can you create that share this consistent brand messaging?
- Feel free to think inside and outside the box here; sometimes the most obvious and the simplest are the best options to start with. You don’t need an extravagant Kardashian style birthday party type experience (those do look fun though).
- What type of content can you share that is consistent with this messaging?
- Videos, Canva colorful image quotes, even notes typed up on your phone. You don’t need to do Steven Spielberg level production to create impactful content. Don’t believe me? Check out Calm’s Instagram (@calm); great example of simple, impactful and on brand content.
As Maya Angelou once said, “people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” I know I have seen and heard this quote everywhere, yet it took a while for me to realize its importance and accuracy. Get clear on how your product or service can make people feel, deliver it in a way that clearly does so through messaging, packaging, experiences, regardless of whether you are creating digital and tv ads, creative content, email campaigns, etc. and STAY CONSISTENT WITH IT; we’re in bold and all caps here for you badass female entrepreneurs who want to get to the top of the highest mountain ever in a half a second; I see you and I know you because I was you. I know you think it’s a sprint, but it is a long term marathon of walking, my friend, and those who stay consistent, win win win *hey Siri, play All I Do is Win by DJ Khaled.*