BRANDING BULLETIN: THE BACK TO BASICS ISSUE
Plus, an online education program, blog posts, and more!
Don't overthink it. Stick to the basics.
How many times have you listened to someone struggle to explain what their company does? Or, perhaps you yourself are the one struggling. There’s no shame in that! You’re not alone. Those situations are usually a result of veering too far away from the basics. Getting back there is obviously not a quick fix. But, let’s take a page out of the reporter’s playbook and ask the basic questions that can get you back on track:
- Who? Who are you helping at the broadest level? Now’s not the time to dive into segments and customer personae. They’re important but not when you’re giving the basic elevator pitch.
- What? What are you delivering to these people? What is the problem you’re solving?
- When? In what situations do they find themselves in need of your help?
- Where? Where are they, either literally in the world or figuratively in their heads?
- How? This question is extremely important! How do you help your customers in ways that are relevant and competitively differentiated from the other choices they have?
- Why? And, finally, perhaps more importantly, why does or should anyone care? Why do you care? As author, motivational speaker, and marketer Simon Sinek says, people don’t buy what you offer, they buy why you offer it.
If you’re able to break it down in those six basic questions, you should have a much easier time explaining what you do. Of course, if you run into roadblocks, we’re here to help.
Numbers to Consider
Percent of consumers will pay more for simpler experiences.
Percent of consumers are more likely to recommend a brand because it’s simpler to use.
Billion dollars are left on the table when your experiences are too complex.
Branding Fundamentals Online Course Now Available: FREE!
By Douglas Spencer, President & Chief Brand Strategist
My mother taught piano for decades (more than seven of them, actually). She always said she preferred to teach students without any prior experience so she could present them with the basic foundation for doing something special—living a life full of music.
We don’t help people live lives of music, but we do help them bring their brands to life in authentic, relevant, and competitively differentiated ways. To do that, we always start them with the basics: the fundamentals of brand.
Now, we’re sharing that foundation with anyone who wants it—even if they have never been or will never be a client. I’m proud to announce the launch of the Spencer Brenneman School of Branding! Its first course, “Mastering the Fundamentals of Branding” is live and ready for anyone who wants to understand how you can connect with customers, engage employees, and make core decisions about your business—all with your brand.
Please share it with anyone you think would benefit. From students and interns to marketing managers and seasoned professionals, we like to think there’s something there for everyone.
We’re planning more classes, too. Stay tuned and let us know if there’s anything, in particular, you would like to see.
In Case You Missed Them!
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Quote of the Month
“It all comes back to the basics. Serve customers the best-tasting food at a good value in a clean, comfortable restaurant, and they’ll keep coming back.”