Leading your brand — start with Why

Why do we do what we do?

Leann
Leann
Aug 24, 2017 · 2 min read

It is common for brands to plan their marketing backwards, starting with ‘what’ they do, and then ‘how’ they do it, but some don’t even know ‘why’ they do it.

We live in a social world
Social has enabled real time, actual conversations between brands and their beloved customers. There aren’t any more excuses for missed high fives.

Customers can now be part of the conversation, and brands should encourage this. Comments and feedback should be acknowledged and welcomed, even negative feedback. (Definitely exercise common sense here, don’t leave racist or defamatory comments on your brand wall.)

Here’s how Elon Musk schooled us all:

Source: https://www.inc.com/justin-bariso/elon-musk-promises-to-implement-customer-suggestio.html?cid=hmmore

When the stars align
Brands should want consumers to see themselves as being part of the brand through shared values. When these values are aligned, consumers care enough about the brand to become advocates.

Advocacy is the Holy Grail because it outlives the initial likes and reactions to your content. Advocacy is them being willing to put their name behind a recommendation or commendation.When the customers of a brand are aligned with the ‘why’, it becomes a reciprocal relationship.

“People don’t buy what you do; they buy why you do it. The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe.” — Simon Sinek

Brands can engage their audiences by leveraging social media when expressing the ‘why’.

Great social campaigns enable and provide a platform for consumers to amplify their advocacy for a brand, by communicating these values with other people who may have similar interests or beliefs.

Before embarking on your next project, why not start by asking the following questions?

  1. Why should we do XX (event, charity drive, collaboration)? Challenge the legacy (oh but we’ve done XX for Y years now, everyone is expecting it)
  2. Is it something we truly believe in? is there a higher purpose?
  3. Why should people care that we are doing this?
  4. What sort of people are we talking to? — As of this moment do they know who we are and what we stand for?
  5. What does success really look like? (go beyond likes! anyone can pay for likes)

Brand love in the 21st century
What does long term success really look like? Surely it is more than thousands of new followers because you’re giving out limited edition freebies (too tactical) Is it moving the needle on sales?(could be a once off spike due to a specific campaign, is it sustainable?) Is it people coming to your rescue when your FB wall is under siege? (getting warmer..) Is it a movement?

The ball is in your court. Why not make it count?


All views expressed are my own.

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Leann

Written by

Leann

Stilettos addict armed with a wicked sense of humour. All views expressed are my own.

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