The world of business has forever changed amidst the numerous platforms and channels that have invaded our personal space with the intent on selling us something. Most companies don’t understand the etiquette or the unspoken rules that govern these prolific social watering holes that we call Facebook, Twitter, Instagram… and it’s only a matter of time before they fall victim to a crime that they committed willingly.
A crime usually means someone has broken a rule of some sort- but here the crime is from not taking action, or simply believing you can keep doing the same thing and expect a different result. – INSANITY.
This past weekend I watched a movie with my wife called “Chef,” starring Jon Favreau, with a host of cameo appearances from Robert Downey Jr, Dustin Hoffman, Scarlett Johansson and many others. The movie captures a super star chef’s journey of success, failure and passion. This was a small low budget movie with a big message of – Integrity!
This movie can serve as a blueprint for how businesses (small and large) can build great brands with integrity, passion and creativity. Instead of settling for insanity, companies need and must focus every ounce of their existence in relationship building and that involves extreme transparency.
There were 5 brilliant but simple ideas from this movie that will help any business communicate authenticity in a relevant and crystal clear way.
Like the late great Steve Jobs once said, “What you say no to is just as important as what you say yes to.” What he was really saying is, don’t compromise yourself or brand on things that don’t add value to it and aren’t aligned with your values. Conviction is simple to talk, but often times harder to walk. Every business goes through a variety of decisions it has to make to increase its ability to survive and hopefully succeed.
Many times the decisions that don’t serve the company well end up diluting its true value and sometimes killing it altogether. Businesses are like people – feed it the right stuff and it will perform – feed it the wrong stuff and its health suffers.
Often an over-used word, passion is what people can see and feel. Yes, it’s great to be passionate about what you do, but it is equally important that your marketplace sees your passion. Love is rarely used in business, but it’s the fuel for a business or businessperson. People and companies who leave us spellbound are usually obsessed about something – a cause so to speak.
Why? It’s a state of mind most of us don’t understand because we don’t have one of our own, and we become mesmerized by those who are so single-minded and purposeful. Find your obsession and it will ignite you and your customers.
Note: To learn more about this watch How The World’s Best Have Obsessed Their Way To Success
Underrated and under utilized by most companies – serving is giving unconditionally. Serving is not a marketing concept but rather an authentic expression of your intent and purpose. Making a contribution to your marketplace shows that your mission is not solely on profit, but it reinforces your company as a participating member of the community.
Starbucks is a great example of a company who serves its community, environment and coffee bean growers. Find the community(s) you would like to serve and get involved.
Brand Micro Stories
Now brand experiences can be shared real time. Pictures and videos of what happens within your company can serve as a portal for customers to get a closer peek at the people behind the company. This helps communicate your brand purpose, essence… in a more dynamic and engaging way. Think of each visual piece of your brand as a puzzle that keeps getting bigger, but continually adds up to create a clearer picture of what you’re about.
People care and see value in knowing the people behind the company. The best way to engage with your targeted market is to move to the conversations that are relevant to your brand, and become a part of the conversations. But it doesn’t stop there; you can’t just be involved in the conversations- you have to add value to them.
It’s much like a socialite that attends the right events, parties and gathering relevant to his/her business – he/she eventually becomes a valuable resource to that specific cause. Quit throwing darts at a dartboard blind folded and start getting closer to the people and conversations surrounding your business.
Allow people to follow you on your journey, so they can discover what you care about and why.
ALWAYS, HUSTLE HARD