“If you’re not innovating, you’re evaporating…”
Ask yourself if your brand reflects who you currently are or aspire to be. I ask digital marketing clients all the time what they want to convey that they are not saying already online. We examine if we should tell more than one story, depending on which target audience we want to reach with a story.
I had to go through this exercise myself in rebranding with a career change. Upon launching my business, a friend invited me to his entrepreneurs power breakfast. I was so green after leaving the news media, I had yet to brand my communications consultancy. When asked by the breakfast group’s greeter, “and you’re with?”, I only had my given name.
In news, from the day I started as a cub reporter until I was a senior editor in real-time news, my byline was my brand or calling card embossed along with my news employers. Venturing out to create a service of my own to a different market with different services meant I had to devise a brand.
Put a label on it
When you are selling professional services, such as writing, editing, digital marketing coordination, you need to label it to market it. I once heard an economist discussing natural gas pipeline operations noting how a service was added and thus created additional revenue. If you can label it, he said, you can sell it. Same goes with how people market themselves on LinkedIn. You may notice some people give themselves a title in the summary section that is broader than their current job title.
For my brand and incorporation, I wanted something that stood out. I did not want a generic name, such as Blog Writing R Us or Social Media Content Creation 4 U, although an argument can be made for SEO purposes that the company name should be what you sell.
But, I like to take an over-arching view of things and wanted to focus on what two words tell my business story. Adroit means skillful, such as adroit leader. Narratives can be told in a variety of media (websites, blogs, newsletters, social media, handouts, leave-behinds, etc…). Hence, Adroit Narratives, LLC.
It is important to quickly denote that writing is a core competency and not something I just started doing as part of social media marketing. Stop to think about corny, boring, plain and unmemorable marketing copy you read everyday. It may be full of platitudes (i.e.)., anything invoking paradigm shifts, etc.) or cheesy (e.g., you don’t want to miss this). Do you think the people writing that have a background in publishing or news as editors? Do you think they came from a great ad agency? I seriously doubt it.
WRITING EXPERIENCE MATTERS
Are they just selling one thing one day or are they encompassing the full scope of your business? Is that specific thing being sold being properly marketed against the backdrop of your brand’s culture and scope?
Has the person writing about your business in blogs and on social media ever met you in person? Are they pumping out the same material for your competitors, similarly situated businesses or fellow franchisees? Is that OK by you?
Are you buying a digital marketing package from a menu of three options for everyone or did someone come to your business to tailor options for you and price them accordingly?
I ask these questions to relate back to my branding as the guiding example here. I am not a mystery person pushing buttons in the ether in generic terms. My marketing consulting is crafted around each client’s needs. Is is skillful storytelling, or Adroit Narratives.
How has that brand evolved? It started with words and recently attained a brand logo designed Diliberto Photo & Design. It is a white-tailed buck with a strawberry ear. Why? It goes back to my name. The Fraser family crest is a stag with strawberries (the surname derives from fraise, which is French for strawberry). The company was not going to literally be my name, so I wanted my name represented in the logo. My marketing strategy is that people will remember the deer and strawberry mark far better than a logo with a writer’s pen or keyboard.
Which brings me back to the opening quote of this blog. You must keep innovating for your business to grow and often that evolution should show in how you market your business.
For more marketing ideas, contact consultant Katharine Fraser of Adroit Narratives, LLC.